SEXUALLY EXPLICIT CONTENT AND POPULAR CULTURE 19
adopting there is a trial period where the innovation is temporarily adopted. If this trial is successful
and the product proves beneficial in some way, the consumer will adopt the product.
Different consumers pass through these stages in different ways and at different times.
Research shows that these differences are due to the type of product, cultural and social issues, and
the personality and behavior type of the consumer (Coller, 1990). But while there are differences,
research has shown that almost all innovation adoption follows a similar pattern. This pattern takes
the form of an S-curve, defined by a slow period of adoption followed by an increasing rate and
then a slow period once again. While we would expect innovation adoption to take the form of an
increasing curve, as information flow grows exponentially over time, it instead takes this S shape.
There are a number of reasons for this, including incomplete information for members of different
class and status levels, as well as level of socialization, which may explain the differences between
those who adopt a new product at the beginning of the cycle and those who adopt it at the end of the
cycle (Coller, 1992).
Within this overall pattern of adoption are groups of consumers who adopt at different
points along the S-curve. These groups are broken down into five categories (Rogers, 1995):
•
Innovators -The first 2.5% who adopt a new innovation. These people are within the
industry or field and are either directly or indirectly involved with the product or idea.
They understand the technology of the innovation and are willing to risk by adopting
untested innovations.
•
Early Adopters -The next 13.5%. These people are the opinion leaders who have
analyzed the innovation and have decided to adopt even with little information and
testing.
•
Early Majority -The following 34%. This group spends more time deliberating the
innovation. They still adopt before the majority of consumers, but they wait to see how
Convention