Diffusion of Innovations

Everett Rogers's 1962 theory of how new ideas spread through innovators, early adopters, early majority, late majority and laggards.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Diffusion of innovations is Everett Rogers's 1962 theory of how new ideas and products spread through a population over time. It groups adopters into innovators, early adopters, early majority, late majority and laggards. Marketers use it to plan launches, choose early target segments and anticipate how adoption will accelerate.