IPM had reached a plateau, not in its scientific development, but in its use by farmers. This situation seems to be a function of poor communication techniques by the disseminating agencies, as well as a misunderstanding of the communication and diffusion process itself. Diffusion studies that have not incorporated communication network analyses have often concluded that--whether or not an innovation is diffused, or what affects rates of diffusion--individual characteristics such as age, cosmopolitism, education, and socioeconomic status are very important. However, including network communication behavior as independent variables in diffusion research has shown that connectedness, integration, diversity, and openness are more important predictors of innovativeness than individual characteristics. The point at which these predictors are most important in the diffusion-decision process is during the persuasion and decision stages. At these stages interpersonal communication of near-peers, rather than expert views outside the personal network, is most valuable in reducing uncertainty about an innovation's expected consequences. Thus, a more rapid rate of diffusion is promoted.