Well what makes one innovation be readily taken up, while another falls to the side unnoticed? Theorists have identified 5 critical characteristics which help identify the wheat from the chaff. Note that these are not requirements for a successful innovation; but their presence or absence could greatly affect the rate at which it gets adopted.
Relative Advantage: Is the innovation better than the status quo? Will people perceive it as better? If not, the innovation will not spread quickly, if at all.
Compatibility: How does the innovation fit with people's past experiences and present needs? If it doesn't fit both well, it won't spread well. Does it require a change in existing values? If members of the culture feel as though they have to become very different people to adopt the innovation, they will be more resistant to it.
Complexity: How difficult is the innovation to understand and apply? The more difficult, the slower the adoption process.
Trialability: Can people "try out" the innovation first? Or must they commit to it all at once? If the latter, people will be far more cautious about adopting it.
Observability: How visible are the results of using it? If people adopt it, can the difference be discerned by others? If not, the innovation will spread more slowly.
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