Adopter Categories

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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 ?
The Best Tech Adopter category showcases the industry's ability to enable other sectors to improve their performance, by rewarding a company from outside the technology industry that has improved its business by incorporating a Welsh tech product.
Therefore, it is of great interest to determine the characteristics of customers within each adopter category (Brown & Duguid, 1991; Burruss, 2003; Haggman, 2009; MacVaugh & Schiavone, 2010; Martinez, Polo, & Flavian, 1998; Moore, 1999; Ozdemir & Trott, 2009).
This adopter category, more than any other, has the greatest degree of opinion leadership in most systems.
The sample of countries selected for the dynamic adopter category include Bolivia, China, Colombia, Ecuador, El Salvador, India, Indonesia, Panama, Thailand and Tunisia.
Participants were asked to respond to these questions according to their experiences with CSL; their responses were expected to reveal themes related to each stage of the adoption process and characteristics within each adopter category.
Chi-square analysis showed statistically significant differences between educators and dental hygiene practitioners in terms of adopter category classification ([chi square]=371; P [less than or equal to] 0.
The third group of interviewees shared many characteristics of the late majority adopter category.
The organization also announced that a second level of membership, the Adopter category, is now open.
The Technology Adopter category recognizes outstanding adoption and application of innovative technologies that successfully change outcomes and impact results.