Rate of adoption

The rate of adoption is defined as the relative speed in which members of a social system adopt an innovation. Rate is usually measured by the length of time required for a certain percentage of the members of a social system to adopt an innovation (Rogers 1962, p. 134). The rates of adoption for innovations are determined by an individual’s adopter category. In general, individuals who first adopt an innovation require a shorter adoption period (adoption process) when compared to late adopters.

Within the rate of adoption, there is a point at which an innovation reaches critical mass. This is a point in time within the adoption curve that the number of individual adopters ensures that continued adoption of the innovation is self-sustaining. Illustrating how an innovation reaches critical mass, Rogers outlines several strategies in order to help an innovation reach this stage. Strategies to propel diffusion include: when an innovation adopted by a highly respected individual within a social network, creating an instinctive desire for a specific innovation. Also, injecting an innovation into a group of individuals who would readily use said technology, and provide positive reactions and benefits for early adopters of an innovation.