1. Consumer adoption of new products and services is influenced by differences in individual readiness to try innovations, with some people like technology enthusiasts adopting early and others like late majorities being more skeptical. 2. Personal influence also affects adoption rates, with people being more swayed by others later in the adoption process or for riskier innovations. 3. Five characteristics of innovations influence adoption rates: relative advantage, compatibility, complexity, divisibility, and communicability, with things seen as more advantageous, compatible, simple to use, able to be tested, and benefits easily shared being adopted more quickly.