Initially, only a minimal number of individuals, known as early adopters,
embrace the innovation. With time, early adopters who are opinion leaders,
through their interpersonal networks, become instrumental as the diffusion
progresses through the social system. Those individuals who are slow or who
fail to adopt the innovation are known as laggards. In the scurvy example, it
took about 200 years for the innovation to diffuse throughout the British Navy.
You may also be surprised to see how long it has taken other things we take for
granted to diffuse throughout American households (Figure 1-2).
KEY TERMS
early adopters:
Individuals who are
the first to embrace
an innovation
laggards:
Individuals who are
slow or fail to adopt
an innovation
Fastest Growing Consumer Technologies
Smartphone
Radio
VCR
Internet
Color TV
Microwave
Cellphone
Refrigerator
Home computer
Electric power
Automobile
Clothes dryer
Air conditioning
Clothes washer
Stove
Dish washer
Te lephone
01020304050607080
Years to penetration of US households
0-50%51%-80%
FIGURE 1-2 Diffusion of Technological Innovations Over Time
Courtesy of Asymco.
1.1 EBP: What Is It? 13