Competition of information channels in the spreading of innovations

We study the spreading of information on technological developments in socioeconomic systems where the social contacts of agents are represented by a network of connections. In the model, agents get informed about the existence and advantages of new innovations through advertising activities of producers, which are then followed by an interagent information transfer. Computer simulations revealed that varying the strength of external driving and of interagent coupling, furthermore, the topology of social contacts, the model presents a complex behavior with interesting novel features: On the macrolevel the system exhibits logistic behavior typical for the diffusion of innovations. The time evolution can be described analytically by an integral equation that captures the nucleation and growth of clusters of informed agents. On the microlevel, small clusters are found to be compact with a crossover to fractal structures with increasing size. The distribution of cluster sizes has a power-law behavior with a crossover to a higher exponent when long-range social contacts are present in the system. Based on computer simulations we construct an approximate phase diagram of the model on a regular square lattice of agents.