Diffusion Theory

    According to the Wikipedia article we were given to read through, "diffusion of innovations is a theory that seeks to explain how, why, and what rate new ideas and technology spread." Everett Rogers popularized this theory and proposed there are five main elements to influence the spread of a new idea. The five main elements include the innovation itself, adopters, communication channels, time, and a social system. The product must be widely adaptable in order to sustain itself. 

    The iPhone was invented and released in the United States in late June 2007 by Steve Jobs. In the first two days, around 270,000 iPhones sold and by early September, sales topped one million. Steve Jobs had already made Apple a well known company with its iPod and Mac, which is why many people had trust and interest in this new invention. The Blackberry was one of the most popular phones before the iPhone. It consisted of a keyboard, some sliding, and a large screen. Before the iPhone there had been no device like it. 

    

    The early adopters were ready to try something new and were probably already Apple users. This group would be part of the early 270,000 iPhone customers. Word of mouth is a huge way of sharing information or news especially in the early 2000's. Social media didn't really become popular until 2010 and then it took time for people to grow trust in the media. The early and late majority are the most popular groups in the diffusion theory. This group of people would be considered the later one million customers. 

    The laggards were really missing out on a great piece of technology, and they probably learned the heard way. This would assume to be people afraid of change or comfortable with the technology they already had. The younger population is usually more susceptible to change and experience new technologies. As far as the older population, they would stick with what they're comfortable with. 

     This theory helps marketers understand how trends occur and helps companies assess the likelihood of failure or success in their products. The diffusion theory will remain in use for as long as companies and products are being produced.