Innovation Adoption Curve

The video tutorial explains how marketers design promotional strategies to convey messages to specific audiences. It introduces the innovation adoption curve, a model that tracks the adoption of new products over time. The curve is divided into five adopter groups: innovators, early adopters, early majority, late majority, and laggards. Understanding these groups helps marketers tailor their strategies to different stages of product adoption. The tutorial uses examples like smartphones to illustrate how the adoption process influences promotional strategies.

What is the primary purpose of the innovation adoption curve?

• To predict the lifespan of a product

• To identify the best marketing channels

• To model and track the adoption of new products over time

• To determine the price of a new product

Which group is typically the first to adopt a new product according to the innovation adoption curve?

• Innovators

• Late majority

• Laggards

• Early adopters

What percentage of the population do early adopters generally represent?

• 10% to 15%

• 5% to 15%

• 34%

• 3% to 5%

Which group is known for being the last to adopt new technology?

• Laggards

• Innovators

• Late majority

• Early majority

In the context of smartphones, who were the early adopters?

• People who found them too expensive

• People who saw them as useful and adopted them early

• People who adopted them last

• People who waited until they were common