Diffusion of Innovations

The theory of the diffusion of innovations holds that new technological and other advancements spread throughout societies and cultures from their introduction to widespread adoption. The diffusion of innovations theory tries to explain how and why new ideas and practices are adopted over long periods. How innovations are communicated to various segments of society and the subjective opinions associated with the innovations both have a significant impact on how quickly they spread. It is essential to comprehend this theory when expanding market share because it is frequently used in product marketing. E.M. Rogers, a communication theorist at the University of New Mexico, developed the theory in 1962. To explain the stages of idea adoption by various actors, it incorporates previous sociological theories of behavioral change. The primary individuals, according to the theory of innovation diffusion, are:

- Innovators: people who are the first to try new ideas and are willing to take risks.

- Early Adopters: are individuals who wish to test cutting-edge technologies in order to evaluate their impact on society.

- Early Majority: members of the general public who set the standard for how innovation is used in mainstream society.

- Late Majority: People who adhere to the early majority and incorporate innovation into their daily lives make up another segment of the general population.

- Laggards: individuals who adopt novel products and ideas later than most people. This is primarily due to their fixed perspective and fear of risk. If innovation is not encouraged, mainstream society will eventually lose its ability to function normally. They are compelled to use it as a result.

The application of the diffusion theory results in the success of numerous campaigns and goods. The iPhone and Apple are one of the most straightforward and effective applications of this theory. Because it was so innovative and cutting-edge, the Apple team had no idea that the iPhone would one day alter history. The iPhone's widespread adoption can be broken down using the five-step adoption model and diffusion theory adopter categories. Because they were among the first to adopt this revolutionary new smartphone concept, the designers of the iPhone were innovators. These are the people who set up camp outside the Apple store whenever a new version is released. The early majority eventually purchased an iPhone after hearing about it from peers and influential members of their social groups. As a result, they became role models for the majority of the latecomers, encouraging them to buy smartphones because they are essential to maintaining social status. Everyone who ultimately decided to buy an iPhone followed the five-step adoption process. They had to learn about the product, decide if they were interested or convinced to try it, try it out at the Apple Store, and decide if they wanted to buy an iPhone or keep their current phone.