{"id":1023,"date":"2013-11-06T14:09:24","date_gmt":"2013-11-06T21:09:24","guid":{"rendered":"http:\/\/www.spreadingscience.com\/?p=1023"},"modified":"2013-11-06T14:09:24","modified_gmt":"2013-11-06T21:09:24","slug":"perhaps-by-making-learning-easier-apple-leads-the-way","status":"publish","type":"post","link":"https:\/\/www.spreadingscience.com\/2013\/11\/06\/perhaps-by-making-learning-easier-apple-leads-the-way\/","title":{"rendered":"Perhaps by making learning easier, Apple leads the way"},"content":{"rendered":"

\"apple\"by\u00a0<\/span>Stephen A. Wolfe<\/a><\/em><\/p>\n

The diffusion of iPhones as a learning process<\/a>
[Via asymco<\/a><\/span>]<\/p>\n

\n

All theoretical and empirical diffusion\u00a0studies agree that an innovation diffuses along a S-shaped trajectory. Indeed, the S-shaped pattern of diffusion appears to be a basic anthropologic phenomenon.<\/p>\n

This observation dates as far back as 1895 when the French sociologist Gabriel Tarde<\/a>\u00a0first described the process of social change by an imitative \u201cgroup-think\u201d mechanism and a S-shaped pattern.[1<\/a>]<\/sup>\u00a0In 1983\u00a0Everett\u00a0Rogers<\/a>, developed a more complete four stage model of the innovation decision process consisting of: (1) knowledge, (2) persuasion, (3) decision and implementation, and (4) confirmation.<\/p>\n

Consequently, Rogers divided the population of potential adopters according to their adoption date and categorized them in terms of their standard deviation from the mean adoption date. He presented extensive empirical evidence to suggest a symmetric bell shaped curve for the distribution of adopters over time. This curve matches in shape the first derivative of the logistic growth and substitution curve as shown below.\u00a0\"Screen<\/a><\/p>\n

In the graph above I applied the Rogers adopter characterization to the data we have on the adoption of smartphones in\u00a0<\/p>\n

[More<\/a>]<\/p>\n<\/blockquote>\n

This is a very useful analysis of the way smartphones are diffusing\u00a0throughout\u00a0the US. I’ve written about the diffusion of innovation\u00a0throughout<\/a>\u00a0a community many times<\/a> and it is nice to see that smartphones are following the same curve.<\/em><\/p>\n

Now, this post makes the point that the speed of adoption entails a learning stage. There have been 5 stages postulated<\/a> in the personal adoption of something new: Awareness, Interest, Evaluation, Trial and Adoption.<\/em><\/p>\n

Where someone falls along the adoption curve depends on how fast one moves through each stage. Innovators move very rapidly. The middle takes more time. In fact, they usually get stuck at the\u00a0evaluation\u00a0stage. They wait the thought leaders in the early adopter group to help them change.<\/em><\/p>\n

Notice that the adoption of an innovation is slow until about 16% have made the shift. Then you see explosive and rapid growth, once the early adopters are on board.<\/em><\/p>\n

So the faster the early adopters can\u00a0evaluate\u00a0and learn about the innovation, the\u00a0faster\u00a0it will spread. Perhaps by Apple making it easy to learn, especially for the thought leaders , allowed it to rapidly spread throughout a community.\u00a0<\/em><\/p>\n

Other phone makers, whose platform was not as easy to evaluate and learn, suffer from churn as the evaluation process becomes muddy and undirected.<\/em><\/p>\n

By making the evaluation process easier, Apple makes it more likely that the necessary thought leaders will convince the rest of the community to shift. and see explosive growth.<\/em><\/p>\n

This explains why the smartphone took off so fast once Apple released the iPhone and why everyone else copied them. The same thing happened with the iPad, while\u00a0Microsoft\u00a0had no luck with its tablets for years.<\/em><\/p>\n

The key step to rapid adoption is not just cool technology. It must be made very easy for the critical early adopters to evaluate. That is Apple’s real innovation.<\/em><\/p>\n


<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

by\u00a0Stephen A. Wolfe The diffusion of iPhones as a learning process [Via asymco] All theoretical and empirical diffusion\u00a0studies agree that an innovation diffuses along a S-shaped trajectory. Indeed, the S-shaped pattern of diffusion appears to be a basic anthropologic phenomenon. This observation dates as far back as 1895 when the French sociologist Gabriel Tarde\u00a0first described … Continue reading Perhaps by making learning easier, Apple leads the way<\/span> →<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false},"categories":[22,24,25,7],"tags":[],"class_list":["post-1023","post","type-post","status-publish","format-standard","hentry","category-21st-century-company","category-cargo-cult-worlds","category-exponential-economy","category-open-access"],"jetpack_featured_media_url":"","jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pe2yp-gv","jetpack_likes_enabled":true,"jetpack-related-posts":[{"id":227,"url":"https:\/\/www.spreadingscience.com\/2008\/06\/09\/helping-people-change\/","url_meta":{"origin":1023,"position":0},"title":"Helping people change","date":"June 9, 2008","format":false,"excerpt":"In Pursuit Of Process Change: [Via A Journey In Social Media]I was discussing with one of our execs the progress we'd been making on social media proficiency internally. 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The word \u201cparticipation\u201d can be interchanged for \u201csocial captial\u201d, \u201cconversation\u201d, \u201ccontribution\u201d, knowledge sharing\u201d, but I chose \u201cparticipation\u201d, because \u201cconversation\u201d cannot happen without \u201cparticipation.\u201d\u2026","rel":"","context":"In "Knowledge Creation"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2008\/05\/diffusion.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":546,"url":"https:\/\/www.spreadingscience.com\/2009\/05\/19\/adopting-an-idea\/","url_meta":{"origin":1023,"position":2},"title":"Adopting an idea","date":"May 19, 2009","format":false,"excerpt":"I happened to read this article from the Center for American Progress about the different groups found in polls about global warming. and was immediatley taken with the numbers. Here is the relevant figure I wish to discuss. I've read a lot about how new ideas and innovations work their\u2026","rel":"","context":"In "Knowledge Creation"","img":{"alt_text":"diffusion of an innovation","src":"https:\/\/i2.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2009\/05\/diffusion2.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":618,"url":"https:\/\/www.spreadingscience.com\/2010\/01\/20\/a-great-primer-on-the-diffusion-of-innovation\/","url_meta":{"origin":1023,"position":3},"title":"A great primer on the diffusion of innovation","date":"January 20, 2010","format":false,"excerpt":"by etcname I Should Have Majored In Psychology: [Via Chuck's Blog] Way back when, I thought it useful to do two courses of study. I wanted that CS (computer science) degree, but the whole topic, while fascinating, seemed so self-contained. At the time, I thought adding coursework in economics was\u2026","rel":"","context":"In "Open Access"","img":{"alt_text":"","src":"https:\/\/i1.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2010\/01\/3138-3060200592-89ba1e2946.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":375,"url":"https:\/\/www.spreadingscience.com\/2008\/09\/17\/a-five-step-process\/","url_meta":{"origin":1023,"position":4},"title":"A five step process","date":"September 17, 2008","format":false,"excerpt":"I've mentioned some of the work by Everett Rogers on technology adoption. The bell curve seen refers to the adoption of innovations by a community. But what about individuals? Is there a process whereby they adopt new technology? Turns out there is. 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