Adopter Categories


DEFINITION of 'Adopter Categories'

Classification of individuals based on their willingness to try out a new innovation or new product. There are five adopter categories - innovators, early adopters, early majority, late majority and laggards. Adopter categories were first described by sociologist Everett Rogers in his landmark book "Diffusion of Innovations" published in 1962.

BREAKING DOWN 'Adopter Categories'

Rogers identified key characteristics of each adopter category, such as the fact that early adopters have the highest degree of opinion leadership among the adopter categories, while the laggards are likely to be the oldest and most traditional. The concept of adopter categories is widely used in present-day marketing, especially that of revolutionary new products or services.

  1. Early Adopter

    An individual or business who uses a new product or technology ...
  2. Late Majority

    The last sizable segment of a population to adopt an innovative ...
  3. Early Majority

    The first sizable segment of a population to adopt an innovative ...
  4. Game Changer

    1. A person who is a visionary. 2. A company that alters its ...
  5. Bleeding Edge Technology

    Technology that is acquired almost immediately after its release, ...
  6. Return On Innovation Investment

    A performance measure used to evaluate the effectiveness of a ...
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