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Unformatted text preview: 2/21/11 Kalan Lecture 9 A. Diffusion of Innovations or rate of adoption: Interest in a new idea or product diffuses through certain population segments. This is how ideas diffuse or move through the population or rate of adoption. This phenomenon holds constant across any category. Eg. People have to be the first to go to new restaurant, first to get i-phone, etc. a. Innovators: High risk takers, want to be the first to adopt something i. They represent 2.5% of any population. b. Early adopters: Also risk takers, but not the first. Shortly after innovators. i. They represent 13.5% of the population. ii. If you don’t get these guys, you don’t win. These guys are critical. These guys are the first to pose something on facebook, talk about buzz of things. c. Early majority: This is the first half of the bulk of the population that you need to be successful in the long-term. i. These guys are 34% of the population....
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- Spring '08
- Marketing, consumer demand, certain population segments, isk takers, fewer potential customers