In chapter 19, we were introduced to the diffusion of innovation theory. This theory, explains the process of accepting new ideologies and technologies. In other words, this theory examines how “new behaviors, practices, and opinions spread from person to person through social networks, influencing the adoption of new ideas.” The article, Senior Tech helps baby boomers come of digital age, elaborates on new inventions that satisfy baby boomers current health needs. As today’s boomer population approaches retirement, the market for technologies that monitor health is expected to grow.
When it comes to technological shifts, millennials are know to be early adopters while baby boomers are more likely to be laggards. These generational gaps are often fueled by attitudes towards technological changes. To marketers, when promoting their product this becomes an obstacle. In this scenario, the diffusion of innovation theory helps to understand the underlying theories on these generational gaps. As we learned, individuals in a network are usually influenced by their neighbors’ decisions which spreads across the network’s links.Networks based on direct-benefit effects have the following characteristics: you have certain social network neighbors and the benefits of adopting a new behavior increase as more of your neighbors adopt it. An example, the article gives that showcases direct-benefit effects is the adoption the RealPad made by AARP and Intel, which aims to make it easier to initiate video calls with families and friends. This adoption not only helps users but also strengthens the community.