Adopter categories
Adopter categories refer to the different groups of consumers who adopt new products or technologies at different stages. These categories are based on the rate at which individuals adopt new innovations. The five adopter categories are:
- Innovators: These are the first individuals to adopt a new product or technology. They are typically risk-takers and are willing to try new things.
- Early adopters: Early adopters are the second group to adopt new innovations. They are opinion leaders and are influential in spreading awareness about new products.
- Early majority: The early majority represents the third group of adopters. They are more cautious than early adopters but are open to trying new products once they see others using them.
- Late majority: The late majority is the fourth group of adopters. They are skeptical of new innovations and only adopt them once they have become established in the market.
- Laggards: Laggards are the last group of adopters. They are resistant to change and are slow to adopt new products or technologies.
Understanding adopter categories is important for marketers as it helps them tailor their marketing strategies to different consumer segments. By targeting innovators and early adopters, marketers can create buzz around a new product and generate interest among the early majority and late majority.
For more information on adopter categories, you can visit Wikipedia.