Modelling the dynamics of product adoption and abandonment

Abstract

We introduce a new compartmental differential equation model to examine the dynamics of user adoption and abandonment within a product context. This model features a nonlinear adoption rate and encompasses two distinct abandonment dynamics: infectious abandonment stemming from interactions among current and past users, and non-infectious abandonment induced by mass media, advertisements or the emergence of new products. Our exploration encompasses discussions on the existence and stability of model equilibria, as well as the derivation of a critical threshold quantity that regulates the model dynamics. Additionally, we establish criteria for backward and forward bifurcations and various forms of Hopf bifurcation. Detailed scrutiny of an associated optimal control problem is undertaken, starting with the establishment of the existence of an optimal control pair, followed by the determination of the requisite system conditions for this control pair. Extensive numerical simulations are conducted to validate the theoretical findings. Finally, we showcase the model’s efficacy by fitting it to historical data on Facebook’s daily active users, employing the derived parameter values to predict future user counts.