Nonadopter

Nonadopter refers to an individual, group, or organization that has not adopted a specific technology, practice, or idea, despite its availability or promotion. The term is widely used in discussions of diffusion of innovations, where adopters are contrasted with those who have not adopted. The term can also apply to contexts outside classical stage-based frameworks.

Reasons for nonadoption include a perceived lack of relative advantage, concerns about compatibility with existing routines or values, perceived complexity or risk, and upfront costs. Limited access, awareness, or opportunities to try the technology can also prevent adoption. Some nonadopters are undecided, while others actively refuse due to ethical, cultural, or privacy concerns. Not all nonadopters are resistant; some may be waiting for better evidence or for infrastructure to improve.

Implications and responses: Nonadoption can influence market dynamics, digital inclusion, and policy outcomes. For organizations, understanding nonadopters helps tailor communication, design, and incentives. Strategies to reduce nonadoption include clear demonstrations of benefits, user-centered design, affordable pricing, trial periods, robust support, privacy safeguards, and interoperability with existing systems.

Measurement and scope: Researchers estimate nonadoption by surveying or monitoring penetration over time, reporting the share of a population that has not adopted a target technology or practice and the reasons for nonadoption. Examples include nonadoption of digital payment systems, renewable energy solutions, or telehealth among certain populations.