The same can be said about consumption in the innovator group.

[rifat28dddd]

When a new innovative product or service is released, it is especially important to understand how consumers will perceive your product. It is foolish to expect that a queue will immediately form for it. More logical behavior of the market will be when at first only a few will “try” the innovation, and if a positive opinion is formed among them, the number of people trying your product will increase.

Representatives of the group who are the first to try out innovations are usually called "Innovators".

These people are happy to accept anything new, whether it is a new product, service, tourist destination or rule that promises to improve life. Innovators are the first to agree with new living conditions, finding positive promises in them. As the locomotive of progress, this group is the first to accept new things, bearing all the risks associated with buying and using an unknown product.

It is from them that the first opinion, the first assessments, come, which determine in the future how the goods will be accepted by the following, less progressive, consumer groups. Innovators are the personification of protest against rationalism as the main idea of ​​consumption, adherents of large and not very reasonable expenses. The indispensable motivation for their consumption is new experience, the pleasure of learning about the unknown, experiment. A negative result of consumption almost never causes noticeable emotional harm or disappointment to innovators. In general, these people are not prone to pessimism and other negative shades of character. As seekers, travelers, archaeologists, innovators are driven to a greater extent by the very possibility of discovery than by its essence.


Segmentation of potential consumers of a new product based 1000 cell phone number list on individual predisposition to perceive innovation was developed by Ryan and Gross in 1943 as part of a study of the process of dissemination of new varieties of agricultural crops among farmers in the state of Iowa. In total, the authors identified 5 segments.

Innovators (2.5%) - strive to test innovations (new ideas, methods, products, etc.), have sufficient financial resources (to compensate for the risk of failure), the ability to understand and apply complex technical knowledge; they are considered to be prone to risk.
Early adopters (13.5%) form the core of "opinion leaders" in most social systems: they are the ones that potential recipients turn to most for advice and consultation. As a rule, early recipients serve as role models for other members of the social system - potential recipients.
Early majority (34%) — representatives of this category of recipients may hesitate somewhat before perceiving the innovation (their period of perceiving the innovation is relatively longer than that of recipients of categories I and II). They willingly follow others in the process of perceiving innovations, but rarely lead this movement.
The late majority (34%) are skeptics, they perceive the innovation after the "average" member of the social system. Their acceptance of the innovation may be explained by economic necessity or their reaction to increasing social pressure.
Latecomers (16%) are representatives of a traditional, conservative orientation; they are the last to perceive innovation and are most likely to refuse to perceive it.