- Innovativeness
is the degree to which an individual is relatively earlier in adopting new
ideas rather than other members of his social system (Rogers, 2000).
- Rogers
defined an adopter category as a classification of individuals within a
social system on the basis of innovativeness. The categories of adopters
are: innovators, early adopters, early majority, late majority, and
laggards.
Innovators: 2.5%,
Venturesome
- Innovators
are the first individuals to adopt an innovation. Innovators are willing
to take risks, youngest in age, have the highest social class,
have great financial lucidity, very social and have closest contact to
scientific sources and interaction with other innovators.
Early Adopters: 13.5%,
Respectable
- This is
second fastest category of individuals who adopt an innovation. These
individuals have the highest degree of opinion leadership
among the other adopter categories.
- Early adopters
are typically younger in age, have a higher social status,
have more financial lucidity, advanced education, and are more
socially forward than late adopters
Early Majority: 34%,
Deliberate
- 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.
- Early
Majority tend to be slower in the adoption process, have above average social status,
contact with early adopters, and show some opinion leadership.
Late Majority: 34%,
Skeptical
- Individuals
in this category will adopt an innovation after the average member of the
society. These individuals approach an innovation with a high degree of
skepticism and after the majority of society has adopted the innovation.
- Late Majority
are typically skeptical about an innovation, have below average social status,
very little financial lucidity, in contact with others in late majority
and early majority, very little opinion leadership.
Laggards: 16%,
Traditional
- Individuals
in this category are the last to adopt an innovation. Unlike some of the
previous categories, individuals in this category show little to no
opinion leadership.
These individuals typically have an aversion to change-agents and tend to
be advanced in age.
- Laggards
typically tend to be focused on “traditions”, have lowest social status,
lowest financial fluidity, oldest of all other adopters, in contact with
only family and close friends,
very little to no opinion leadership.
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