Innovators

Innovators is a term that comes from Rogers' theory of innovation (described in his book Difussion of Innovations). The term Innovators refers to the first group of individuals who embrace an innovation. In innovation theory, Rogers assumes the life cycle of an innovation. In this, it slowly becomes more widely known and more and more people start using it only to be embraced by those left behind. Indeed, according to Rogers' theory, the embrace of an innovation runs like a bell curve, with the innovators making up the first 2.5% of the embraceers. Next come the following groups:

Early adopters

Early majority

Late majority

Laggards

These terms are often used in the marketing world. Innovators are characterized by and high risk taking, young age, good financial base, high social classes and are close to innovations both in private and business spheres.