What are ‘early adopters’, and who came up with the term?

Early adopters are people who are among the first to try out and adopt a new product or technology. They are often highly interested in innovation and are willing to take risks to try out new things before the general public does. Early adopters can be influential in determining the success or failure of a new product or technology, as they can help to create buzz and generate interest among a wider audience.

In the context of marketing, early adopters are an important target market for companies that are introducing new products or services. Companies often rely on early adopters to provide feedback and help to refine their products before they are released to a wider audience. Early adopters may also be willing to pay a premium for the latest and greatest products, which can help to generate revenue for the company in the early stages of a product's lifecycle.

Early adopters can be found in many different industries and sectors, including technology, fashion, food and beverage, and entertainment. They are often characterized by their willingness to take risks, their interest in trying out new things, and their desire to stay ahead of the curve in terms of trends and innovation.

Who came up with the concept?

The term "early adopters" was first introduced by sociologist Everett Rogers in his book "Diffusion of Innovations" published in 1962. Rogers introduced a framework for understanding how new ideas and technologies spread through society, which included the concepts of innovators, early adopters, early majority, late majority, and laggards.

According to Rogers' theory, early adopters represent a key group in the diffusion of innovation because they are the first to try out new products and technologies and provide valuable feedback to the innovators. They are typically younger, more educated, and more affluent than the general population, and they are often motivated by a desire to be seen as trendsetters or opinion leaders.

Rogers' work on the diffusion of innovations has had a significant impact on many fields, including marketing, technology development, and public policy. His framework for understanding the adoption of new ideas and technologies is still widely used today, and the term "early adopters" is now a common part of the lexicon of many industries and sectors.