Diffusion of Distance Education

Diffusion of Innovations Theory

Everett Rogers stated that the diffusion of innovation requires time and depends on the perceived benefits of an innovation; people who have different roles in society often perceive different benefits and disadvantages of an innovation. So after an invention occurs and shows potential, a dispersion process begins that depends on the attributes of the invention, people’s intentions and beliefs regarding its use, and attitudes about both technology in general and the particular innovation involved. Rogers conducted many studies regarding diffusion and developed a theory related to diffusion that involved four external factors: (1) characteristics of the innovation, (2) communication channels involved, (3) social system involved, and (4) time factors. Rogers elaborated five additional attributes that influence diffusion and the adoption rate:

Relative Advantage: Relative advantage is defined as the perceived degree of beneficial attributes of the innovation compared to those associated with a technology being replaced. If an innovation has high relative advantage, it will diffuse quickly. For instance, inventions or tools that have enhanced attributes or facilitate human lives or save money, time, or energy are generally perceived favorably and diffuse quickly.

Compatibility: Compatibility is defined as the perceived degree of consistency with human needs and standards. If something meets human needs it can diffuse quickly. For instance, increased use of the Internet and people’s eagerness for uninterrupted usage all day long brought the need for wireless or mobile connection. So the diffusion of wireless connection to the Internet was realized in a short period.

Simplicity/Complexity: Simplicity/complexity is defined as the perceived level of difficulty to adopt an innovation. If an innovation is easy to handle and use, it will diffuse quickly. For instance, tablet computers start up much faster compared to desktop computers and are relatively easy and convenient to use, so they have rapidly diffused across a wide variety of users.

[Page 197]Trialability: Trialability is defined as the availability of trial editions. If an innovation offers trial use it can diffuse easily. For instance, many software products have trial versions, some with limited usage and others with limitless usage with some advertisements in the program. An innovation that offers trial versions tends to diffuse easily.

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