Rate of adoption

The percentage of potential adopters within a specific social system who have adopted a new product within a given period of time. The speed of adoption process depends on the following factors: (1) The risk (cost of product failure or dissatisfaction), (2) the relative advantage over other products, (3) the relative simplicity of the new product, (4) Its compatibility with previously adopted ideas, (5) The extent to which its trial can be accomplished on a small scale basis, and (6) the ease with which the central idea of the new product can be communicated. Therefore, some new products move quickly through the adoption process whereas others take years.