2
certain channels over time among the members of a social system” (p.10). This
paper focuses on the temporal dimension of the Internet diffusion process, as
well as the impact from the social system.
The dimension of time is critical in measuring the rate of innovation at any
scale. The rate of adoption refers to the relative speed with which an innovation
is adopted by members of a social system. Rogers (1994) points out that the
degree of innovativeness is expected to be normally distributed, and therefore,
Rogers argued, the innovativeness fits an S-shaped curve. There is variation in
the slope of the “S” from innovation to innovation. Some S-curves are quite steep
since the diffusion is going on rapidly, while others may be more gradual with a
slope that appears lazy.
However, the “S” curve does not happen in all cases, Rogers (1994)
delineates several assumptions on which the S curve is based:
1. Collective adoptions are ruled out;
2. Diffusion is happening in a homogeneous population. Population exists
within a homogenous space and there are no physical barriers;
3. Everyone has equal access to the mass media;
4. Individuals in the social network can reach everyone else;
5. Adopter distributions follow a normal bell-shaped curve, which is free
from any bias such as social-economical changes.
Obviously, these assumptions of an ideal, non-biased system are often
violated in the real world; however, in a society with relatively stable social and
Convention