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 ?
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.
The adoption of innovation like mobile TV is affected by several factors including adopter categories, perceived characteristics of innovation, perceived popularity, and adopters' demographics (Rogers, 2003).
Adopter categories include innovators, early adopters, early majority adopters, late majority adopters, and laggards (Rogers, 2003).
There are five adopter categories or classifications of the members of a social system based on their rate of innovativeness.
Early majority members include one of the two most numerous adopter categories, making up one-third of the members of a system.
In this analysis, the countries are chosen from leaders, potential leaders and dynamic adopter categories.
The results of variable pcgdp provide evidence in favour of the convergence hypothesis in the all countries category (Table 2), leaders and potential leader's categories and dynamic adopter categories (Tables 3 to 5).
8) See Figure 1 for frequency distribution of adopter categories.
The author thanks Karen Golden-Biddle, PhD, for her constructive and helpful comments on an earlier version of this paper, Eunice Edgington and Joanne Clovis for their work on the paper that appeared in Journal of Dental Hygiene, and Nigel Brachi for preparation of the graphic representing distribution of the adopter categories.
While early adopter categories, such as consumer electronics, remain popular, in part due to significant price reductions in maturing products such as flat panel TVs and camcorders, the growth is now being seen in "taste-based" products that appeal to a more mainstream audience: home and garden; clothing and accessories; kids and family; sport and outdoors.
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.
By using a standard deviation, Rogers identifies five adopter categories based on two characteristics of a normal distribution: the mean (or average time of adoption) and the standard deviation (see Figure 1).