![]() ![]() They tend to put their resources towards tried and tested solutions only and are risk-averse. Product adoption than the first three classes of adopters. ![]() The late majority is rather more skeptical about Copyright terms and licence: CC BY 2.0 Late Majority They are however, generally, people with better than average social status and while not thought leaders in their own right – they will often be in contact with thought leaders and use the opinions of these thought leaders when making their adoption decisions.Īuthor/Copyright holder: Abdul Rahman. This class of adopter is reasonably risk averse and wants to be sure that their, often more limited, resources are spent wisely Early MajorityĪs a product begins to have mass market appeal, the next class of adopter to arrive is the early majority. They will try to obtain more information than an innovator in this decision making process. Not take as many risks as innovators and tend to make more reasoned decisions as to whether or not to become involved in a particular product. ![]() Social media and often create reviews and other materials around new products that they strongly like or dislike.Įarly adopters will normally have a reasonably high social status (which in turn enables thought leadership), reasonable access to finances (beyond those of later adopters), high levels of education and a reasonable approach to risk. These tend to be the most influential people within any market space and they will often have a degree of “thought leadership” for other potential adopters. They are aware that some products that they adopt will not deliver the benefits that are promised or will fail to win mass market appeal.Įarly adopters are the second phase of product purchasers following innovators. It’s also important to realize that innovators are comfortable with the risks that they take. Innovators will often have some connection to the scientific discipline in which a new product is generatedįrom and will tend to socialize with other innovators in their chosen product categories. Products tend to be more expensive at their point of release (though some products do defy this trend) and as such innovators are generally wealthier than other types of adopters (though in some cases they may adopt products in a very narrow field and devote much of their financial resources to this adoption). They are, by nature, risk takers and areĮxcited by the possibilities of new ideas and new ways of doing things. Innovators are the first customers to try a new product. Let’s take a look at each type and how they differ from each other: Innovators The product-life cycle as shown in the diagram above. Rogers presents a social system for adopters of recent innovation the adoption of innovation varies throughout the course of ![]() The 5 Types of Adopter for New Products and Innovations
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