Everett Rogers - Diffusion of innovations

Theory to explain how, why and at what rate new ideas and technology spread.

Book first published in 1962.  Fifth edition published in 2003.

Four main elements influence the spread of a new idea:

• The innovation itself
• Communication channels
• Time
• Social system

When widely adopted, there is a point when an innovation reachs a critical mass.

Diffusion of innovation relies on human capital.  Adopters can be divided into innovators, early adopters, early majority, late majority, and laggards.