Direct Share Ownership as a Diffusion Phenomenon

In this paper, the incidence of share ownership in terms of percentage of the Australian adult population holding direct shares are analysed through the lens of the theory of diffusion of innovations. A mixed influence diffusion model is proposed having predictive variables namely IPO activity and recent returns that are posited to affect the extent of external and internal influences on the rate of adoption of the practice of direct share ownership. Limitations of the research data as well as inherent weaknesses of the diffusion model due to its simplifying assumptions are discussed along with future opportunities for research on the subject area