Influence of product characteristics on Rate of Adoption: The characteristics of the new product affect its rate of adoption. Some products catch on almost overnight (iPod), whereas other take a long time to gain acceptance (HDTV). Five characteristics are especially important in influencing an innovation’s rate of adoption.
1. Relative advantage: The degree to which the innovation appears superior to existing products. The greater the perceived relative advantage of using HDTV—says, in picture quality and ease of viewing—the sooner HDTVs will be adopted.
2. Compatibility: The degree to which the innovation fits the values and experiences of potential consumers. HDTV, for example, is highly compatible with the lifestyles found in upper middle class homes.
3. Complexity: The degree to which the innovation is difficult to understand or use. HDTVs are not complex and therefore once more programming is available and prices come down.
4. Divisibility: The degree to which the innovation may be tried on a limited basis. HDTVs are still relatively expensive. This will slow the rate of adoption.
5. Communicability: The degree to which the results of using the innovation can be observed or described to others. Because HDTV lends itself to demonstration and description, its use will spread faster among consumers.
