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 ?
In the beginning of a new product especially the adopter category of early adopters is important.
| 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.
They found that librarian adoption of innovations relating to information and communication technologies varied from the expected adopter category distribution described by Rogers.
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.
Bellman, et al., (1999) found in their study that consumers' digital lifestyle traits were better predictors of online buying behaviors than demographics; therefore, four technology-related traits, length of cell phone use, frequency of shopping online, technical ability, and self-reported new technology adopter category, were also included in the study.
As mentioned earlier, the adoption propensities associated with each adopter category differ markedly between this study and Rogers' study.
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. Participants were also asked to complete an information sheet during the interview that detailed their appointment status, years of teaching, discipline, courses taught, and other information pertinent to this study.
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] 0.001).