Squeezing Out The Early Adopter

摘要

The reign of the early adopter is ending. Device-makers have always targeted these gadget-savvy technophiles, knowing that their approval or disapproval would trickle down to the mass consumer market. But the outsized influence of the early adopter is now on the wane, according to RISC International, a global consumer behavior consultancy. Early adopters, who typically comprise 4% to 6% of any given consumer market, are being squeezed out by a much broader consumer segment that is enthusiastic about technology but isn't necessarily tech-savvy, said Sharon Greene, managing director of RISC. These are the selective adopters, and vendors are starting to change their marketing messages to target them directly, Greene said.