Adopter Categories

Adopter Categories

Categories of consumers based upon readiness to purchase a new product. Adopter categories include innovators (2.5% of the market), early adopters (13.5%), early majority (34%), late majority (34%) and laggards (16%). Targeting a product to the appropriate adopter category at the appropriate time can help it become a success with the group of consumers its makers are trying to reach. For example, a company may attempt to identify and sell to innovators before early adopters, early adopters before early majority, and so forth.
References in periodicals archive ?
8) Soner Yildirim, Nese Zayim, and Osman Saka, "Technology Adoption of Medical Faculty in Teaching: Differentiating Factors in Adopter Categories.
As for contributions, this study can shed light on determinants and adopter categories influencing the diffusion of emerging mobile multimedia services as well as provide industry players with insights on markets and users in order to develop desirable mobile content and services.
Adopter categories include innovators, early adopters, early majority adopters, late majority adopters, and laggards (Rogers, 2003).
Correspondence analysis of quantitative online survey: Relationship between adopter categories and countries.
In the software industry, because each adopter segment is likely to perceive innovation attributes differently (Saaksjarvi, 2003), software marketers need to identify the different product benefits among multiple adopter categories before launching new products.
There are five adopter categories or classifications of the members of a social system based on their rate of innovativeness.
Aspects of the social system come into play during this stage, as well as the three general characteristics of innovativeness (see adopter categories, below).
In this analysis, the countries are chosen from leaders, potential leaders and dynamic adopter categories.
8) See Figure 1 for frequency distribution of adopter categories.
15,16) Covington studied uptake of fluoride guidelines among practicing dental hygienists in northern British Columbia (15), and Finley-Zarse and her colleagues used diffusion of innovations as the theoretical framework to describe the demographics of adopter categories in her study of computer-based information gathering behaviours among US dental hygiene educators and practitioners (16) Rogers has defined an innovation as an idea, object, or practice that individuals perceive as new.
The adopter categories offered by the diffusion and adoption of innovations model include innovators, early adopters, early majority, late majority, and laggards; each category is typified by certain personality variables and communication behaviors that define an individual's predisposition toward adoption.
T he three identified adopter categories were then used as dependent variables in the subsequent multinominal logit analysis to investigate the effects of communication factors and demographic differences on consumer adoption of electronic banking.