TECHNOLOGY
ADOPTION
LIFE CYCLE
The technology adoption life cycle, introduced by
communications professor Evere• Rogers, is a model
that describes the process of acceptance of a new
innovation over time, according to defined
adopter groups.
Enthusiasts Visionaries Pragmatists Conservatives Sceptics
Time
INNOVATORS
2.5%
of customers
As the first
to try a new
product, people
in this category
are enthusiastic
about new
technology
and willing to
take the risk of
product flaws
or uncertainties
that may
apply to early
versions.
Like innovators,
these customers
tend to buy new
products shortly
after they hit
the market.
However, unlike
innovators,
they are not
motivated by
their enthusiasm
for new
technology and
prefer to consult
reviews before
they make a
purchase.
People in this
category tend to
take interest in a
new product as
it begins to have
mass market
appeal. They are
both practical
and extremely
risk averse,
preferring to
wait and see
how others view
the technology
before they buy
it themselves.
These customers
are typically
skeptical,
pessimistic, risk
averse, and less
affluent than
the previous
groups. However,
because this
group makes
up such a large
portion of the
life cycle, they
cannot be
ignored.
People in this
final category
are the last to
adopt a new
innovation,
sometimes
taking years
after its release.
They tend to
have a negative
a•itude toward
technology in
general and have
a strong aversion
to risk and
change.
EARLY
ADOPTERS
13.5%
of customers
EARLY
MAJORITY
34%
of customers
LATE
MAJORITY
34%
of customers
LAGGARDS
final 16%
of customers
Source:
Introduction to Business:
For a Sustainable and Entrepreneurial Future
Second Edition
Heidi M. Neck, Ph.D.
Christopher P. Neck, Ph. D.
Emma L. Murray, BA, H. Dip
Looking for more Introduction to Business content to share with your students?
Visit collegepublishing.sagepub.com/intro-business.
Source:
Introduction to Business:
For a Sustainable and Entrepreneurial Future
Second Edition
Heidi M. Neck, Ph.D.
Christopher P. Neck, Ph. D.
Emma L. Murray, BA, H. Dip
Looking for more Introduction to Business content to share with your students?
Visit collegepublishing.sagepub.com/intro-business.
