2. The 6 characteristics of innovations as perceived by consumers

Perceived characteristics of the innovative product explain around 50% of an innovation's adoption rate. They make it possible to explain a posteriori the adoption rate of an innovation, and they provide a basis for anticipating a priori the intention to adopt an innovation during the launch phase. Marketing literature identifies six perceived characteristics: relative advantage, compatibility, complexity, trialability, observability and perceived risk (Source: Rogers, E., Diffusion of Innovations , Free Press, 2003).

Relative advantage is "the degree to which the innovation is perceived as superior to the idea it replaces". The nature of the innovation will determine which specific type of relative advantage (economic or social) is most important to consumers. Relative advantage can be understood as a ratio between the expected benefits...