Everett Rogers’ 5 Adopters

Categories
 Everett M. Rogers

March 6, 1931 - October 21, 2004

• communications scholar
• pioneer of diffusion of innovations theory
• writer
• teacher
• term 'early adopter.'
 5 Adopters Categories

• Innovators
- Knowledge: Person becomes aware of an
innovation and has some idea of how it functions
• Early Adopters
- Persuasion: Person forms a favorable or
unfavorable
attitude
• Early toward the innovation
Majority
- Decision: Person engages in activities that lead to a
choice
• to adopt
Late or reject the innovation
Majority
- Implementation: Person puts an innovation into
use
• Laggards
- Confirmation: Person evaluates the results of an
innovation-decision already made
 BlackBerry Models

BlackBerry BlackBerry
950 957

BlackBerry BlackBerry BlackBerry

8100 Bold Storm
 Perceptions of Blackberry

• Simplistic; clear cut

• Elegance

• Convenience

• Solution
 Innovator (2.5%) – the
Geek
• Definition
– Adopt new idea
– Venturesome and educated
– More risk-oriented

• Characteristics
– “first farmers to adopt”
– More cosmopolitan, of higher socioeconomic status than late adopters.
– require shorter period of time to adopt to any new idea.
– Desire for the rash, the daring, and the risky.
– Control of substantial financial resources to absorb possible loss from an
unprofitable innovation.
– The ability to understand and apply complex technical knowledge.
– The ability to cope with a high degree of uncertainty about an
innovation.
 Early Adopter (13.5%) - the
Celebrity
• Definition
– “Opinion leader” – guided by respect
– Adopt new ideas early but carefully
– Demand personalized solutions

• Characteristics
– Part of Social Structure- social leader and popular
– Role Model
– Respected
– Successful
– Fickle and easily displeased
 Early Majority (34%) - the
PMEB
• Definition
– People who adopt new ideas before the average person
– Deliberate
– Motivated by evolutionary changes

• Characteristics
– Rarely leader
– Frequent interaction with peers,
– Deliberate willingness in adopting new ideas and innovations.
 Late Majority (34%) – the Young
Executive

• Definition
– Skeptics
– accept new ideas or products after it has gained immense popularity

• Characteristics
– trend followers to a certain extent
– Price sensitve
– Required bulletproof solutions
– Affected by peer pressure
– not easily swayed by advertising messages
 Laggard (16%) - the Housewife

• Definition
– Suspicious of changes
– Tradition-bound
– Unreceptive to new ideas

• Characteristics
– Must be ascertain that the new innovation will not fail
– usually affected by peer pressure
– not easily swayed by advertising messages
– cynical
– wary
 Conclusion

Critics behind the model:

• Over-simplified model vs. reality
• Not predictive
• Adoption as per own needs
• Disruptive technologies