1. What is Diffusion?
The information and context behind our link
from diffusion to electric cars. This presentation
shows how we have come to explore how
electric cars have diffused, by firstly
understanding more about diffusion and the
role it plays in society in the 21st century.

2. What is Diffusion?
1)What do we associate with
Diffusion?
2) Diffusion as a “Universal”
definition
3)Diffusion and Innovation
4)21st Century Diffusion and
Innovation

3. 1) What do we associate with Diffusion?
Diffusion applies to and is associated with many
different areas, below are several examples.

4. 2) Diffusion as a “Universal” definition
Even though diffusion is a term widely used and associated with many different areas,
it holds the same deep rooted meaning throughout many different contexts. For example,
Brown (1981 p.1) says whilst talking about innovation diffusion that diffusion is “the
process by which change occurs, that is, by which innovations spread from one locale
or one social group to another.”
Mehrer (2007 p.1) describes diffusion (in a scientific sense) by saying,
“If a droplet of ink is placed without
stirring at the bottom of a bottle filled with water, the colour will slowly spread
through the bottle. At first, it will be concentrated near the bottom. After a few days,
it will penetrate upwards a few centimetres. After several days , the solution will be
coloured homogeneously.”
Both of these definitions, although used to describe diffusion in different settings and
within different contexts have the same basis, which is the dispersal of something more
widely.
Brown, L. A. (1981) Innovation Diffusion: A New Perspective, London, Menthuen & Co, Ltd
Mehrer, H. (2007) Diffusion in Solids: Fundamentals, Methods, Materials, Diffusion, Controlled
Processes – Springer Series in Solid State Science 155, New York, Springer-Verlag Berlin Heidelberg

5. 3) Diffusion and Innovation
Rogers Diffusion of Innovation curve shows where adopters of new
innovations fit into these various different categories. This curve diagram is
also then used to give a visual representation of where an innovation is up
to in terms of it’s diffusion throughout the marketplace.

6. 3) Diffusion and Innovation
(continued)
Innovator Early Early Late Laggards
Adopters Majority Majority
Imaginative Like to try out new Followers who People who People who will
people, often ideas, but seek solid dislike risk, and only follow an
brave and carefully. Once investments, are sensitive to innovation once
creative, in there are apparent and are willing new ideas. They it has become
need of all the benefits, they can to wait until will only become mainstream or
latest and see links between there is concrete followers once tradition. They
greatest innovations and evidence of the majority is see high risk and
gadgets – they personal needs – personal benefit using an worry – they are
are the least they are wary – they are innovation – the most
cautious. people seeking followers, they are often cautious.
advantages. seeking value for influenced by
money. laggards.

7. 4) 21st Century Diffusion
Innovations are happening everyday, some are
successful, and some fail. Currently this success or failure of
many innovations is relying upon many of the factors below,
along with many more:-
Demographics Location Communication
Culture Community Time
Recession Longevity Political
Value for money Environmental Climate Social position
Price Accessibility Language