Diffusion with generational cohorts

Anil R. Doshi

Industry and Innovation, 2025, vol. 32, issue 3, 281-306

Abstract: This paper examines technology adoption where sets of new members – generational cohorts – enter the population over time. I look at the diffusion of a social media platform, Twitter, through eight annual generational cohorts of newly premiering television shows, debuting between 2006 and 2013. I first show that a new generational cohort’s rate of adoption is affected by the behaviour of prior cohorts that are present in the existing population. I then show how the macro-diffusion patterns change over the generational cohorts. These results have implications for organisations developing and managing new technologies. Incumbents must account for a distinct diffusion process that occurs with each new generational cohort to defend against the constant threat of a rival technology diffusing more widely in a new generational cohort. Organisations developing newer technologies can enter and successfully compete in a market with a widely diffused incumbent technology if they are able to attract a newer generational cohort.

Date: 2025
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DOI: 10.1080/13662716.2024.2377706

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