Tuesday, December 01, 2015

Reluctance to Wear Apple Watch--Theory in Practice

I read with interest this article in Fortune about people who bought an Apple watch not wearing them.

If you look at the specific reasons why people aren't wearing the latest tech gadget, they match the key concepts of the Diffusion of Innovation Theory. In addition to spelling out the main types of adapters of innovation, the theory addresses the five specific factors that influence--or inhibit--adoption of technologies. Those five factors seem at play in the Apple watch owners:

  1. Relative Advantage - The degree to which an innovation is seen as better than the idea, program, or product it replaces.
  2. Compatibility - How consistent the innovation is with the values, experiences, and needs of the potential adopters.
  3. Complexity - How difficult the innovation is to understand and/or use.
  4. Triability - The extent to which the innovation can be tested or experimented with before a commitment to adopt is made.
  5. Observability - The extent to which the innovation provides tangible results.
Relative advantage relates to "missed my old watch." Compatibility relates to the various "didn't like" comments. The other specific comments fall into complexity. While these owners have conducted their own trial and observation of the watch, you can see how those factors did not in this case compel them to "adopt" (i.e. wear) the watch.

I teach this theory in several of my PR classes, and like to point out to undergraduate students that theory is not boring, abstract or irrelevant. It is immensely practical in explaining human behavior, and in forming strategies as a result. 

So, I thought I'd use the latest real-world example of adoption--or rejection--of new technology to illustrate the practicality of theory once again.