Post by amirmukaddas on Mar 14, 2024 1:20:14 GMT -6
In marketing there are many theories that every day help marketers all over the world to make important decisions for the survival of the company and brand for which they work. One of these is really fundamental for products (especially technological ones) and serves to evaluate the level of use of that particular product among users. We are talking about the theory called the "Innovation Adoption Curve", also called the Rogers Curve , created by the sociologist Everett Rogers in 1962. In this post by Pop Up, let's see together what this theory consists of and why it is important for corporate marketing. Welcome back to our portal! Rogers' innovation adoption curve: a model that is still valid The innovation adoption curve, developed by sociologist Everett Mitchell Rogers, dates back to 1962 and still represents one of the longest-lasting models around today.
This represents, specifically, the diffusion of the product to consumers along a curve with regular distribution. The curve serves to illustrate how product innovation is adopted by different individuals in a social system. Along this curve it is possible to recognize 5 different groups of individuals, each of which has different characteristics: Innovators, equal to 2.5% of the members of a social system. These are the Denmark Telegram Number Data subjects most likely to change their habits and try new things on the market. Furthermore, they are inclined to agree to pay a higher price in order to use the product in question. They are risk-prone subjects; Early Adopter, equal to 13.5%. These are individuals inclined towards novelty and trying new products/technologies, but less inclined towards risk than the former.
These are very important subjects for a company that wants to launch a new product on the market, since consumers often turn to them for feedback and information; Initial Majority , equal to 34%. These are individuals who are interested in new things but who have a longer decision-making process than the previous two categories; Late Majority, still equal to 34%. They are also called "skeptics" by Rogers and are those who buy the product due to the social pressure to which they are subjected; Latecomers , or the remaining 16%. They are the last to adopt the product and they are not very influential individuals, who are often anchored to the past and do not accept change.
This represents, specifically, the diffusion of the product to consumers along a curve with regular distribution. The curve serves to illustrate how product innovation is adopted by different individuals in a social system. Along this curve it is possible to recognize 5 different groups of individuals, each of which has different characteristics: Innovators, equal to 2.5% of the members of a social system. These are the Denmark Telegram Number Data subjects most likely to change their habits and try new things on the market. Furthermore, they are inclined to agree to pay a higher price in order to use the product in question. They are risk-prone subjects; Early Adopter, equal to 13.5%. These are individuals inclined towards novelty and trying new products/technologies, but less inclined towards risk than the former.
These are very important subjects for a company that wants to launch a new product on the market, since consumers often turn to them for feedback and information; Initial Majority , equal to 34%. These are individuals who are interested in new things but who have a longer decision-making process than the previous two categories; Late Majority, still equal to 34%. They are also called "skeptics" by Rogers and are those who buy the product due to the social pressure to which they are subjected; Latecomers , or the remaining 16%. They are the last to adopt the product and they are not very influential individuals, who are often anchored to the past and do not accept change.