Thoughtpiece - Early Adopters Measuring a Niche Audience The
term 'Early Adopters' was first coined by Everett M. Rogers in
his book, 'Diffusions of Innovations' (1962), where he proposed
that the uptake of any new innovation or idea was staged and
that the rate of adoption can be categorised by five groups –
innovators; early adopters; early majority; late majority; and
laggards. Early adopters are an attractive group of people to
advertisers. They are generally perceived to be those who are
interested in new ideas and technologies, often trialling and
purchasing before others. They are also likely to have a shorter
renewal cycle and to be more interested in researching and
seeking out new technology. Consequently, they represent a
relatively small proportion of the population and a challenge
for quantitative survey measurement.