They are, by nature, risk takers and are excited by the possibilities of new ideas and new ways of doing things. Innovators are the first customers to try a new product. Let’s take a look at each type and how they differ from each other: Rogers presents a social system for adopters of recent innovation the adoption of innovation varies throughout the course of the product-life cycle as shown in the diagram above. The 5 Types of Adopter for New Products and Innovations In his book, Diffusion of Innovations (1962), Everett M Rogers the communication scholar and sociologist, describes 5 types of adopter for products and provides insight into each of those types.
Without a clear understanding of what each type of adopter values it can be difficult, if not impossible to target them through marketing.
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Customer adoption patterns are important to understanding how to market new product for adoption.
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