Today I researched into the diffusion of innovations while referencing a written piece by Everett M. Rogers. I learnt about the different key terms and factors behind the social scientific theory.

http://www.smartinsights.com/marketing-planning/marketing-models/diffusion-innovation-model/

- The "Innovators" are the individuals who are responsible for the development of an innovation or the introduction of a new idea. The "Innovators" may not have created the original idea, but they are the people who articulate it in a way that makes sense to other members of their tribe or group.

- The "Early Adaptors" are connected to the "Innovators", either close friends or colleagues and are happy to be exposed to new ideas as they trust and respect the innovators. The Early Adaptors usually have a high degree of interconnections or involvement with other groups and are essential for spreading the trend. Forecasters use the term "critical mass" to describe the point at which a trend becomes infectious and few people can resist. This is also known as the "tipping point" or the point at which the trend tips over from being a minority concern to a majority one that is highly visible and influential.

- The "Early Majority" respects the "Early Adaptors" and therefore take on the trends. These are usually highly sociable people, active on-line. Making up a large percentage of the public they are followers, but will follow opinions of those they trust. These people will stay with a trend for quite some time which will filter through to the "Late Majority".

- "Late Majority" are conservative by nature and require high levels of reassurance and explanation about how a new idea will work and how they can benefit from it before they buy into it. They are a large percentage of the population. Quite often the trend would have been adopted by this crowd in a watered down format. This crowd are easier to target and their tastes are easier to define; therefore many companies concentrate their efforts servicing this group because it is easier to imitate than it is to innovate.

- "Laggards" are the slowest to adapt new ideas. They are usually conservative and traditionalists, and would need a lot of reassurance to try something new. When a trend had been adopted by the "Laggards", trend forecasters refer it to as being "flat-line"; the end of a trend being useful to a forecaster.

Referencing - "Diffusion of Innovations" by Everett M. Rogers.