Innovators
Tags: #🌲evergreen
Links: Technology Adoption Lifecycle | Fans | Innovation
Corresponds to the smallest category (2.5%). Although there are not many innovators in new segments, winning them over will be important because other categories, like Early Adopters, require proof that the technology or product works [1].
Innovators are risk takers that want to try new ways of doing things (they are very open. They are aware of this risk and have low expectations regarding getting all the benefits of winning market appeal. [2]
They adopt because they want to feel exclusive and boast that nobody else has it. Having early access to something is a symbol of status. Innovators don't buy the product by its intrinsic merits, but because of what it does for them.