The Diffusion of Innovation was developed by E. M. Rogers as an explanation for how an idea or behaviour change spreads through a population. The curve starts with:

Innovators: the first to develop or take on a new idea or behaviour and who take risks and work through failures; then

Early adopters: those who could lead the spread of the idea or behaviour change with lower risk tolerance than innovators; then

The early majority: those who, after some time, adopt a new product or behaviour; then

The late majority: those who have natural skepticism about new behaviours and adopt a new product or behaviour only after a majority has done so; and

Laggards: those who are last to or never adopt a new behaviour with strong aversion to change.

Return to the Evaluation Dictionary