Early Adopters

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An early adopter or lighthouse customer is an early customer of a given company, product, or technology; in politics, fashion, art, and other fields, this person would be referred to as a trendsetter . The term originates from Everett M. Rogers ' Diffusion of Innovations (1962). [1]

An early adopter is a person who embraces new technology before most other people do. Early adopters tend to buy or try out new hardware items and programs, and new versions of existing programs, sooner than most of their peers. According to a theory called Diffusion of Innovations (DoI) formulated by Everett Rogers, early adopters make up 13.5 percent of the population.

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers , a professor of communication studies , popularized the theory in his book Diffusion of Innovations ; the book was first published in 1962, and is now in its fifth edition (2003). [1] Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines.

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