The distribution is valid for any product category.

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Subsequent quantitative studies have shown that the distribution of consumers across these segments is similar to the Gaussian curve (normal distribution curve) and most often the distribution proportions shown in the graph are observed:


Practical application

In practice, it should be taken into account that the same guangdong cell phone number list person's affiliation with a particular group may change depending on the product category or the nature of the innovation (newness of the product). The propensity to early adoption of innovations is neither a status function nor a dominant behavior model for a specific person. It depends on a number of personal characteristics and situational factors. The same consumer in different situations can act as both an innovator and a latecomer, adopting a new product among the last. Thus, innovators in the electronics market are not necessarily innovators in cosmetics and vice versa.

Another important point is that the fact that something is adopted by innovators does not in itself guarantee the commercial success of the product. These innovators may have influence on other consumers (be trend/fashion creators), or they may not (look like weirdos). It can even be argued that, most likely, any even the most exotic product will always have innovators trying it. The success of any innovative product is more likely associated with the ability to develop the initial success and "capture" the authoritative early adopters ("early followers"). This group is also called trendsetters or opinion leaders.

BRIF has conducted its own research on the behavior of innovators and adopters, and is ready to discuss the possibility of its presentation. Please contact us