Everett M. Rogers – Diffusion of Innovations and more…

Posted: July 12, 2007 in Adult Education, Education, Educational Technology, Human Resource Development, Instructional Technology, Levels of Use, Technology, Technology Integration

I am reflecting on integrating technology in the learning process, and Everett Rogers’ “Diffusion of Innovations” text keeps coming to mind.  Wikipedia has a concise summary of Rogers theory:

Diffusion of innovations theory was formalized by Everett Rogers in a 1962 book called Diffusion of Innovations. Rogers stated that adopters of any new innovation or idea could be categorized as innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%) and laggards (16%), based on a bell curve. Each adopter’s willingness and ability to adopt an innovation would depend on their awareness, interest, evaluation, trial, and adoption. Some of the characteristics of each category of adopter include:

  • innovators – venturesome, educated, multiple info sources, greater propensity to take risk
  • early adopters – social leaders, popular, educated
  • early majority – deliberate, many informal social contacts
  • late majority – skeptical, traditional, lower socio-economic status
  • laggards – neighbours and friends are main info sources, fear of debt

Rogers also proposed a five stage model for the diffusion of innovation:

  1. Knowledge – learning about the existence and function of the innovation
  2. Persuasion – becoming convinced of the value of the innovation
  3. Decision – committing to the adoption of the innovation
  4. Implementation – putting it to use
  5. Confirmation – the ultimate acceptance (or rejection) of the innovation”

Also, I am thinking of Dr. Chris Moersch’s Levels of Technology Implementation, and the connection with Rogers.  As instructional or educational technology specialists, how have you implemented these ideas into your areas of focus (especially in K-12 settings)?  What tools have you used to measure current levels of use and growth over time?

  1. Chris says:

    Really enjoy the blog; appreciate the summary of Rogers; have since gotten the 5th edition of his book. Are you on any social networks? Twitter: cmduke


    SL: Topher Zwiers

  2. nhokanson says:

    Thanks Chris! Rogers’ book is a valuable tool in understanding change and innovation. I first read it during my master’s program at the University of Wyoming. I am amazed at how many times what I learned from this book comes into play in my work, and I refer to it often.

    I just signed up for Twitter (hokanson) and I have fed your blogs into my RSS feeder. I am interested in reading up on your Second Life journeys. I haven’t tried SL, and I am interested in the educational possibilities. I see you are contemplating how it fits into Acceptable Use Policies. I look forward to reading what you have to say!

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