Diffusion of Innovations Theory❓
Everett Rogers’ Diffusion of Innovations Theory explains how new ideas, products, or technologies spread within a society or social system over time. The model identifies key elements that influence adoption and categorizes people into five adopter groups.
1️⃣. The Four Main Elements of DiffusionAccording to Rogers (1962), the spread of an innovation depends on
four key factors:
1. The Innovation – The new idea, product, or practice being introduced.
2. Communication Channels – How information about the innovation is shared (e.g., media, word of mouth, social media).
3. Time – The rate at which the innovation is adopted.
4. Social System – The community or group in which the innovation spreads.
2️⃣. The Five Stages of the Innovation-Decision ProcessPeople go through
five stages before adopting an innovation:
1. Knowledge – The individual learns about the innovation.
Example: A person hears about Takaful insurance for the first time through a social media post.2. Persuasion – The person develops an attitude (positive or negative) toward the innovation.
Example: After reading success stories about Takaful, the person becomes interested.3. Decision – The person chooses whether to adopt or reject the innovation.
Example: After consulting friends and financial advisors, the person decides to sign up for Takaful.4. Implementation – The person starts using the innovation.
Example: The individual subscribes to a Family Takaful plan and begin making monthly contributions.5. Confirmation – The individual reflects on the decision and may continue or abandon the innovation.
Example: The person experiences the benefits of Takaful (e.g., receiving coverage for medical expenses) and recommends it to others.3️⃣. The Five Categories of AdoptersRogers identified
five groups based on how quickly they adopt an innovation:
1. Innovators (2.5%) – Risk-takers who try new things first.
Example: A fintech startup introduces digital Takaful products, and early technology enthusiasts subscribe immediately.2. Early Adopters (13.5%) – Opinion leaders who influence others.
Example: A well-known Islamic scholar endorses Takaful, encouraging many followers to join.3. Early Majority (34%) – Thoughtful adopters who wait for proven benefits.
Example: Once digital Takaful gains positive reviews, more people sign up.4. Late Majority (34%) – Skeptical individuals who adopt due to peer pressure or necessity.
Example: Some people only join Takaful after realizing they need financial protection for their families.5. Laggards (16%) – Traditionalists who resist change and adopt last.
Example: Some individuals stick to conventional insurance and only switch to Takaful when it becomes mainstream.4️⃣. Factors Affecting the Rate of AdoptionFive characteristics influence how quickly an innovation spreads:
1. Relative Advantage – How much better the innovation is compared to existing options.
Example: Takaful is marketed as a more ethical alternative to conventional insurance.2. Compatibility – How well it fits with cultural values and needs.
Example: Takaful aligns with Islamic principles, making it appealing to Muslim customers.3. Complexity – How easy it is to understand and use.
Example: Digital platforms make Takaful easier to access, increasing adoption.4. Trialability – Whether it can be tested before full commitment.
Example: Some companies offer short-term Takaful plans to attract new users.5. Observability – How visible its benefits are to others.
Example: If people see friends benefiting from Takaful, they are more likely to join.ConclusionRogers’ Diffusion of Innovation model helps explain how and why people adopt new products like Takaful. By understanding these factors, marketers and policymakers can develop better strategies to promote innovations effectively.