adopted new technologies and noticed that the adoption rate started slowly and then dramatically increased once adoption hit a certain point. He identified five specific types of technology adopters:
100
75
so
Diffusion of Innovation
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Innovators Early
Early
Late Majority 34 %
2.5 %
Adopters Major ity 13.5 % 34 %
• Innovators . Innovators are the first individuals to adopt a new technology. Innovators are willing to take risks, are the youngest in age, have the highest social class, have great financial liquidity, are very social, and have the closest contact with scientific sources and interaction with other innovators. Risk tolerance is high so there is a willingness to adopt technologies that may ultimately fail. Financial resources help absorb these failures (Rogers, 1962, p. 282). • Early adopters . The early adopters are those who adopt innovation soon after a technology has been introduced and proven. These individuals have the highest degree of opinion leadership among the other adopter categories, which means that these adopters can influence the opinions of the largest majority. Characteristics include being younger in age, having a higher social status, possessing more financial liquidity, having advanced education, and being more socially aware than later adopters. These adopters are more discrete in adoption choices than innovators, and realize judicious choice of adoption will help them maintain a central communication position (Rogers, 1962, p. 283). • Early majority . Individuals in this category adopt an innovation after a varying degree of time. This time of adoption is significantly longer than the innovators and early adopters. This group tends to be slower in the adoption process, has above average social status, has contact with Information Systems for Business and Beyond (2019) pg. 196
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