Blog #8 The Diffusion of Innovation Theory

Diffusion of Innovation

The Diffusion of Innovation Theory was developed by E.M. Rogers in 1962, and originated for  communication to explain how, over time, an idea or product gains momentum and spreads or diffuses throughout society. The adoption of a new product or idea is a process it doesn't happen automatically throughout a social system, but rather many characteristics play a role in innovation. This theory created by Rogers has five adopter categories, and suggest different strategies for different targets. The five adopters include, Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. The framework introduced in this theory can be applied to help understand the adoption of Internet search throughout our society.

When the invention of Internet search came about in 1990, this would be the time of the Innovators according to Rogers theory. Innovators, developers and tech enthusiast like Alan Emtage, the creator of the first search engine "Archie," played a crucial role in introducing a system that searched through files, and could be accessed by anyone. 

Early Adopters like Larry Page and Sergey Brin took the software created for "Archie" and made a search engine that deciphered and filtered the importance of files in the World Wide Web based on link structure naming this "Google." The two college students were influential in their communities and recognized with other researchers and educated individuals the potential search engines had for different aspects of life. 

Those who saw this search engine as useful and adopted it for their everyday use would be the early majority. By 1998 Google had access to over 60 million files, and more than 70% of worldwide online search request was done on Google. Many now saw the practical benefits and reliability search engines brought, and began using search for everyday task whether it was finding information, online shopping, or research. The Early Majority group were more intentional in their use of google search, and incorporated this new technology into life.

Late Majority, users who are more skeptical about adopting a new invention and waiting on its wide acceptable and proven reliability in relation to the invention of the internet would be the older generations, more casual users who were less tech savvy, and then those who were skeptical. The older generation specifically were not very familiar with technology, so with more time and exposure they became more comfortable. Usually for the later majority there is no desire to get accustomed with new technology until it was used as a tool for everyday tasks. 

Finally, the laggers, were the last to adopt this technology. Certain groups like those with limited interest access and people who resisted technology didn't use search engines until it became essential for participating in society. 

Overall The Diffusion of Innovation Theory deciphers technologies slow adoption into society, and different groups who correlate with certain categories. In this specific case there are many positives that internet search engines have brought whether that be information accessibility, education and research opportunities, remote jobs and digital marketing. Negatives with Internet search could include a lack of online privacy, tracking of digital footprint, misinformation, and dependency. Internet search continues to expand with technologies rapid growth and is the most used platform worldwide.