The document discusses different segments of the market in relation to innovation adoption, categorizing consumers as innovators, early adopters, early majority, late majority, laggards, and super adopters based on their willingness to embrace new technology. It highlights how motivations for adoption range from desire for novelty to social pressure, with some groups exhibiting loyalty to technology and others being resistant. Overall, it suggests that adoption patterns and consumer behaviors significantly influence the success of innovations.

1. Innovation Adoption Us versus Them?

2. Innovators. 5% of the market (at best, on a good day, with a great killer app) Want it because it’s so damn shiny Not entirely sure what it does, but they’ll figure that out after they get two of them (one to use, one to break and make something else out of it) Us Would show up to the opening of an envelope for the new experience….

3. 13% of the market (when the wind is blowing the right direction) Want it because it seems quite useful, and the innovators seem to be doing okay… Semi sure what it does since they watched the innovators carefully… (but had more sense than to break the innovators toys) Us Would show up to the opening of an envelope to see what the fuss is about… Also Us Early adopter

4. Early majority 30% of the market (some rounding may occur…) Want it because they can tell other people about it OMG YOU TOTALLY HAVE TO BE MY FRIEND ON FACEBOOK!!!!!! (stand by for ten hundred blasted vampires, you chump) Still us Would show up to the opening of an envelope to be able to tell their friends about this killer envelope opening….

5. Late Majority 35% of the market (The reason good ideas turn lame) Want it because other people have it, and they don’t want to miss out…. Either a begruding acceptance it’s time to change, or the reason it goes downhill (The market thinks that everything that you used to do with the software now needs to be hidden behind the ADVANCED button.) Most definitely us Wouldn’t show up to the opening of the first envelope, but will be there for subsequent letters and boxes and mailing items….

6. Laggard I. 10% of the market (For those who just plain don’t want it) DO NOT WANT. No really, don’t want a bar of it. Knows precisely what it does, tried it, and doesn’t want what it has to offer (Been there, done that, thought it sucked, gave it up and moved on with life) We’ve all been there people Doesn’t like envelopes

7. Super Adopters 5% of the market (Snipers of superior technology) Want it. Want it when it’s sufficiently advanced technology to rival magic Knows what it can become, and will come back to it when it meets their standards (Any sufficiently new technology has a long way to go until I’ll be adopting it at Version 5.0) Admit it, it’s us innit? Your envelope technology needs work. Call me in five years

8. Innovation versus Loyalty They’ll get you started and leave when new features arrive, or the scene stops being elite, or MSM mentions twitter Still writing new content for the Apple Newton Innovators are traitors Loyalists are laggards