Targeting the tech-savvy

In 1962 Everett Rogers’s ‘Diffusion of Innovations’ defined individuals’ adoption of a new technology or idea as putting them in one of five groups:  innovator, early adopter, early majority, late majority and laggard.   When people want to gauge how quickly technological developments make it from launch to commercial success they often look at the speed through which they pass into the ‘majority’ phase – critical mass, where they get a life of their own. Read more »