Blog #8 Diffusion of Innovations

I found Roger's Diffusion of innovations theory to be extremely fascinating, and I can't help but apply it to multiple successful innovations. A newer and more popular form of technology comes to mind. 

Vapes, also known as electronic cigarettes, can easily be applied to this theory. Over recent years, we have seen a rise in consumers of this modern-day cigarette. In 2003, Hon Lik created the first electronic cigarette with the intent to provide a less harmful alternative to smoking tobacco. 

To learn more about vaping, click here.     

So when talking about Rogers' diffusion of innovators, the first block is "innovators." Although there are many vape companies, Hon Lik is the innovator of the e-cigarette. Next, we have early adopters, who are the first to use the product. Smokers were the target and early adopters for e-cigarettes; it was promoted as a "healthier" lifestyle founded by a pharmacist. What did they have to lose after smoking cigarettes? 

The last block, or what you could call a gap in the early market, is called the "chasm." This is where companies struggle to bring in more consumers of their product. The chasm in the vape industry is people raising concerns about how this affects our health, and how can it possibly be healthier than cigarettes? 

After the chasm, we have the early majority; these are consumers who engage in the innovation after watching the early adopters and how it affects them. There are a few situations for the early majority in vapes; those who wanted to switch over to vaping in the beginning, but were afraid of the risks and that it might not be similar enough to cigarettes. Or it could be those with lower incomes, vaping seems to be so much cheaper than buying a pack of cigarettes multiple times a week. Last, those who wanted to try but were afraid. 

The late majority are those who fall to the innovation because of pressure. This would be teenagers and young adults, even though the legal age was 18, now 21, teenagers still find a way to get their hands on the smoking device. Personally, most of my friends in high school had vapes, and they would probably admit that at some point, they were pressured or have pressured someone. Vapes were brought to every occasion, whether it was school events, parties, the beach, or even just casual hangouts. If you didn't have a vape, you were the black swan. 

Finally, laggards are those who are stuck in their ways and are the last to adopt an innovation. These are the ones who are still against the idea of vaping because of health concerns, or they are under the legal age of purchase.

For me personally, I choose not to engage in vaping. Because vapes are so new, we don't have as much knowledge and proof that these devices are healthier than cigarettes. Our generation is the guinea pig, and we don't even realize it. Overall, I don't find the need to use one, however, I do know that for some, vapes are used as a stress reliever or as an alternative for drinking or smoking marijuana or cigarettes. I also understand why there were so many early adopters, not only was it promoted as healthier, but it was and is still much more affordable and accessible. Cigarettes, you have to step outside, carry around a lighter, and then after you smoke, you just throw out the cigarette. Disposable vapes range from $5 to $25, and you just put it in your pocket. Not only is it more sufficient, but the smell and flavors have a huge impact on consumers; there is almost any flavor, it doesn't leave that awful cigarette stench, and you can smoke them just about anywhere.