Tend to be younger, better educated, and more socially mobile than their peers. They make extensive use of commercial media, sales personnel, and professional sources in learning about a new product Early adopters tend to be opinion leaders in local reference groups. They are successful, well educated, and somewhat younger than their peers. They are willing to take a calculated risk on an innovation but are concerned with failure. They also use commercial, professional, and interpersonal information sources, and they provide information to others.
Early majority tend to be cautious with respect to innovations.
They adopt sooner than most of their social group but also after the innovation has proven successful with others. They are socially active but seldom leaders. Tend to be somewhat older, less well educated, and less socially mobile than the early adopters. They rely heavily on interpersonal sources of information. Late majority skeptical about innovations.