Early adopters

Early adopters is a group of people within the process of diffusion that contains a large proportion of opinion leaders. Early adopters tend to be younger than any other group and above average in education. This group is important to the marketing communications process because they can determine the speed at which diffusion occurs.

Definitions

According to the Marketing Communications by Fill (5th edition),

Early adopters. A group of people within the process of diffusion that contains a large proportion of opinion leaders. Early adopters tend to be younger than any other group and above average in education. This group is important to the marketing communications process because they can determine the speed at which diffusion occurs.