One of the five Adopter categories
There are five groups into which customers can be placed according to the time it takes them to adopt a new product or service. One of these categories are the Early majority – those who adopt just before the 'average' person.
As a consequence to the positive response of 'Innovators', Early adopters then proceed to purchase the product. Early adopters are generally educated, opinionated and represent about 13.5% of consumers.
Defining Advertising Goals for Measured Advertising Response (DAGMAR), Viral marketing, Hard sell, Market attractiveness, Product differentiation, Opportunities to hear (OTH), Inducements, Campaign plan, Brand, Business to consumer (B2C), Asset-led marketing, Focus groups, Offensive marketing, Disease awareness marketing, Marketing information,