Internet adoption and use by innovator and early adopter communicators in Tennessee

This diffusion of innovations study examines the experiences of six individuals in traditional communications organizations and in six in associated fields as they acted to adopt and implement the Internet for purposes of professional communication. Using a sociometric approach to detect interpersonal networks, individuals within Tennessee who were considered innovators or early adopters in their usage of the Internet were sought and identified for the sample. An interview protocol developed from diffusion theory was administered in personal interviews at each participant's work setting. Questions focused on perceptions of the Internet, the speed of adoption and issues of implementation and confirmation.

Analysis of findings revealed several distinct patterns among the participants. The majority showed traits of the early adopter category, including strong opinion leadership and respected membership within their social systems. Arguably one fourth of the sample could be classified as true innovators, demonstrating early awareness of the Internet and already looking beyond it for new innovations to explore.

Two distinct visions of the network emerged. Professionals within traditional communications organizations spoke of the Internet as a tool, one that could augment their existing operations. Professionals in other fields who had added substantive communications applications to their work through adoption of the Internet described the network as a medium. Reasons for this divide were unclear, but may reflect sample members' varying levels of dependence upon the Intemet to perform their job Functions.

The four members who showed the greatest innovation in their uses of the Internet all were outside traditional media. Other sample members who appeared to have the autonomy and resources necessary to innovate were using the Internet in comparatively non-innovative ways. Limits of time and reservations about the value of Internet activity at this stage of the network's development appeared to be operating as constraints.

Participants were divided about the Internet's immediate and future utility. Three individuals whose work focused on disseminating information through web sites to well-defined audiences said they found the Internet to be a highly effective medium. An equal number expressed concerns about the uncertainty of online audiences. Most said they were drawn to adopt the innovation for a mixture of personal and professional reasons. The most common justification given for their use was that they thought it was important to act now to understand the Internet and explore its applications.

The sociometric approach used to assemble the sample found only one instance of mutual awareness among study participants. The majority acted to adopt the Internet on their own, responding to cosmopolite connections. Two instances of shared listserv membership found among the subjects indicated that network ties may increase in the short-term future.