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(i) Innovators – Are venturesome. Try new ideas as soon as they get to Know of it
irrespective of the risk. Are eager, daring, more cosmopolite in social relationships and
communicate with other innovators. (2.5%).
(ii) Early adopters – Are guided by respect. They are opinion leaders in their
communities and adopt new ideas early but carefully. Are role models for people
to check with before adopting a new idea, product or service? (13.5%).
(iii) Early majority – Are deliberate, rarely leaders but they adopt new ideas before
the average person and time. Deliberate for some time before adopting a new idea.
(34%).
(iv) The late majority – Are skeptical individuals. They adopt an innovation only
after a majority of people have tried it. Adoption is due to economic necessity and a reaction to peer pressure. The adoption is approached cautiously. (34%)
(v) Laggards – Are traditions bound. They are suspicious of changes and adopt
an innovation only when it has become something of a tradition itself.(16%).
In general, innovators and early adopters are relatively younger, better educated, and
higher income than late adopters and non adopters. Marketers with new innovations
should research the characteristics of innovators and early adopters and should direct
marketing efforts towards them.
Titany answered the question on November 3, 2021 at 11:15
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