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Roger's Diffusion of Innovation Bell (Innovators : 2.5% (Eager to try…
Roger's Diffusion of Innovation Bell
What is it?
5 different "adopter" categories of ppl to whom we can target new products based on their attitudes to innovation
Can be linked to demographics, age etc
First segments aren't as loyal as latter segments
Numbers indicate % of total demand
Innovators : 2.5%
Eager to try new ideas - don't need much persuasion
Fairly well off + willing to take risks
Tend to be younger + have higher status/education
Reading goes beyond local + mass media
Seek social relationships outside their peer circle
Socially mobile w/ a broad range of interests
Closest contact w/ scientific + specialist sources of info
Generally deal w/ an imperfect product
Are needed for new innovations in order to develop a customer base
Normally the ppl who first consume a product: essentially they're market testers
Lots of feedback is required from them
Early Adopters : 13.5%
Little less likely to take risks but happy to use products
Highly respected in local society + v influential
Have high status + are fairly well off
Exhibit the greatest opinion leadership
Usually have the greatest contact w/ sales people + are often leaders in local organisations
Typically need to see that something works before they adopt it
Early Majority : 34%
Have contact w/ mass media, sales ppl + also some early adopters
Don't show as much opinion leadership
Deliberate over adoption decisions
Late Majority : 34%
Sceptical, need pressure from peers before they adopt
Below average in terms of income, status, education etc
Adopt when they perceive little risk, maybe when they see others like themselves using a product
Laggards : 16%
Bound in tradition, use other laggards as sources of info
The past is their frame of reference
Some are semi-isolates
Don't use mass media or salespeople as info sources
Tend to be older, from lower socio-economic groups + are less wealthy
Might become adopters when innovators are already adopting the next thing
Risk bc really hard to get through to
But, huge for heritage products e.g re-releases of old albums, older bands touring again etc.
Opportunity to grow 2 segments: laggards bring their kids so open up the innovator segment
Limitations
The categories are somewhat random : could be situations where it's more meaningful to study more than 5 adopter categories, for example
There are many different types of innovations + innovation environments, especially in marketing w/ the impact of marketing strategies + efforts [Peterson, 1973]
These can skew normal distributions, for example a 'faddish' product will promote an abnormal distribution
Benefits
Easy to apply in widely divergent investigations
Category standardisation allows inter-study comparisons, generalisations + independent replications
