The 16% Rule-Diffusion of Innovation

The 16% rule in regards to the Diffusion of Innovation is the idea that once 16% of the population have seized the innovation, the messaging needs to be altered to recognize the social impact that it has on the population. This idea is based off of the Diffusion of Innovation Adoption Curve which was created by Everett Rodgers and breaks up the population into five categories. The five categories include Innovators (2.5%), Early Adopters (13.5%), Early Majority (34%), Late Majority (34%), and the Laggards (16%). Based on the 16% rule, advertising needs be changed after the Innovators and Early Adopters have captured the innovation. This rule was created by Chris Maloney, a marketer from Australia. Some of examples of messages that are used after the 16% rule is applied are "Join the 100,000 customers who have already bought the product" or "If they love it, so will you!" I believe this philosophy is very important and significant to a business's success. The customers in the five different categories differ tremendously and therefore vary in the type of advertisements that they are attracted to. As the new product makes its way through the diffusion curve, it gets harder and harder to market to the intended group. This is essential for marketers to understand and bring to their advertisements. Marketers must apply this idea to their work and create the most creative, influential campaign for the other 84% of the population that is still skeptical about the new innovation.