Innovators and early adopters – a marketing perspective More than half a century after communications professor Everett Rogers popularized the Diffusion of Innovations theory, little has changed when it comes to how new ideas are communicated and adopted.
The key characteristic of innovators has remained the same: people who create new ideas or tools that are more efficient than their predecessors. That of early adopters as well has been unchanged, or rather, amplified in the modern era of technological advancements: first customers of new companies, users of cutting-edge products, consumers of sophisticated gadgetry.
