ADOPTION OF INNOVATION IN INTERACTIVE COMMUNICATION NETWORKS OF CENTRAL EUROPE
Karol I. PelcMichigan Technological University
Paper accepted for publication in Transformations, forthcoming in 2016
ABSTRACT
A model of innovation adoption process in interactive communication systems is presented. It combines classical approach to innovation diffusion (Rogers, 1962) with new elements of adoption analysis specific for social media and interactive communication technologies. Three models of adoption process are compared. Innovation adoption is viewed as a learning process consisting of multiple phases. Importance of the following two dimensions is emphasized: penetration rate and interactivity level. They are applied as indicators of adoption of novelties in the interactive networking environment. Interactive networks are defined as a category broader than social networks by including internet-based mobile messaging systems. Empirical data used for illustration of the adoption processes are derived from statistics of eight Central European countries, personal interviews, and selected comparative data at a global scale. Review of operational characteristics of networking mechanisms is focused on empirical material that illustrates two cases of interactive networking i.e. social networking, represented by Facebook, and mobile interactive messaging systems, represented by WhatsApp. Selection of statistical data and direct observations of user behavior allowed formulation of three hypotheses on causes of recent changes in interactive communication networks. Economic wealth of society i.e. level of national income (measured by GDP per capita) is not the only factor influencing adoption of innovation in interactive networks. In some cases it may even be not the most important one. (Data excerpted from Table 3).
Facebook penetration rates in Central Europe and economic/demographic data of selected countries in 2015.
|
Country
|
Population
|
GDP/capita
estimate
PPP $
|
Internet/
population penetration %
|
Facebook/
population penetration %
|
Facebook/
Internet users
%
|
|
Austria
|
8,584,926
|
47,500
|
83.1
|
40.8
|
49.1
|
|
Czech Republic
|
10,538,275
|
31,500
|
79.7
|
42.7
|
53.6
|
|
Germany
|
81,174,000
|
47,400
|
88.4
|
35.7
|
40.4
|
|
Hungary
|
9,894,000
|
26,000
|
76.1
|
51.5
|
67.7
|
|
Poland
|
38,005,614
|
26,400
|
67.5
|
36.8
|
54.5
|
|
Slovakia
|
5,421,349
|
29,500
|
83.1
|
42.4
|
51.0
|
|
Slovenia
|
2,062,874
|
30,900
|
72.8
|
41.2
|
56.6
|
|
Switzerland
|
8,236,573
|
59,300
|
87.2
|
42.5
|
48.7
|
|
SUMMARY
DATA
|
|
|
|
|
|
|
Average level
|
20,490,000
|
37,312
|
79.7
|
41.7
|
52.7
|
|
Minimum
|
2,062,874
Slovenia
|
26,000
Hungary
|
67.5
Poland
|
35.7
Germany
|
40.4
Germany
|
|
Maximum
|
81,174,00
Germany
|
59,300
Switzerland
|
88.4
Germany
|
51.5
Hungary
|
67.7
Hungary
|
|
REFERENCE DATA
|
|
|
|
|
|
|
United States
|
321,368,284
|
56,300
|
87.9
|
59.7
|
67.9
|
|
European Union
|
507,970,816
(total)
|
37,800
(avg)
|
79.3
(avg)
|
46.5
(avg)
|
58.6
(avg)
|
Data sources: Facebook
(2015), “Potential reach estimates” https://www.facebook.com/ads/create/; Internet Statistics 2015, “European Union Internet
Users 2015” http://www.internetworldstats.com/stats9.htm (retrieved
02/28/2016), "The World Factbook: Field listing – Location". The World Factbook.
Central
Intelligence Agency. Retrieved 12/10/2015, and www.cia.gov/library/publications/the-world-factbook/rankorder/rawdata_2004.txt. Retrieved 04/03/2016.
