In the diffusion of innovation theory, the group which is the first to try new ideas, processes, goods and services. Although least numerous (typically 2 percent of the population) the members of this most venturesome group are urbane, have money (to take risks) and higher education, are attracted to change and new experiences, and use multiple information sources for making a purchase decision. Innovators are followed by early adopters, early majority, late majority, and laggards, in that order.

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