Further information on the diffusion of innovations framework22
| Attribute | Description | Impact on rate of adoption |
|---|---|---|
| Relative advantage | Degree to which an innovation is perceived as being better than the idea it supersedes | Increases rate |
| Compatibility | Degree to which an innovation is perceived as consistent with the existing values, past experiences and needs of potential adopters | Increases rate |
| Complexity | Degree to which an innovation is perceived as relatively difficult to understand and use | Decreases rate |
| Trialability | Degree to which an innovation may be experimented with on a limited basis | Increases rate |
| Observability | Degree to which the results of an innovation are visible to others | Increases rate |