The De Teliga Report

Adoption of Innovation

Adoption of innovation is generally very high in Australia. We adopted microwaves, mobile phones and television faster than did any other country.

Several studies have shown that innovation is adopted at varying rates throughout the market place.

Rates of adoption are normally distributed. 

Many studies have looked at the rate of adoption of innovations within markets - and lo and behold - it is normally distributed amongst the population. 

Innovators - 2.5%

Early Adopters - 13.5%

Early Majority - 34%

Late Majority - 34%

Laggards - 13.5%

Luddites - 2.5%

Innovators

Venturesome - very eager to try new ideas - acceptable if risk is daring - more cosmopolite social relationships - communicate with other innovators.

Early Adopters

Respectable - more integrated into the local social system - category contains greatest number of opinion leaders - are role models - the person to check with before using a new idea. 

Early Majority

Deliberate - adopt new ideas just prior to the average time - seldom hold leadership positions - deliberate for some time before adopting.

Late Majority

Sceptical - adopt new ideas just after the average time - adopting may be both an economic necessity and a reaction to network pressures - innovations approached cautiously.

Laggards

Traditional - the last members to adopt an innovation - most ‘localite’ in outlook - oriented in the past - suspicious of anything new.

Luddites

Backward - unlikely to adopt new ideas at any time - tend to be older people - rooted in the past - focus upon their own backyard and and nothing else - don’t believe new ideas work - the old ways are the best.

If you would like any more information, or wish to discuss this matter please contact me:

Mark de Teliga 0410 463 643/ markdeteliga@gmail.com