Hunters & Browsers
Push vs. Pull
Reach & Frequency
Distribution and Pricing
Graphics and Design
10 Blunders to Avoid
Bare Bones Marketing
Call to Action
Diffusion is the way that new products are accepted into a community. Diffusion theorists have identified five categories of consumers based on how quickly they adopt new products and ideas:
- Innovators (2 1/2%)
- Early Adopters (13 1/2%)
- Early Majority (34%)
- Late Majority (34%)
- Laggards (10%)
What does the diffusion model suggest?
- Nationwide, home computer ownership, now 39%, is in the middle of the Early Majority stage.
- The Internet users, now about 16% of the U.S. population, has just slipped out of the Early Adopter stage into the Early Majority stage.
Research indicates that the Innovators and Early Adopters tend to be younger, more affluent, better educated , more mobile and more reliant on impersonal information sources that the later adopters. This seems to be borne out by current Internet demographics and seems to fit the pattern we have seen in the current crop of new computer users.
These Early Adopters will tend to be sources of advice -- opinion leaders -- for those who follow their footsteps onto the Internet. If they have good experiences with you, they will spread the good word. If they feel they have been treated shabbily, they'll spread the bad word.
Next Section: The Internet Marketing Mix