How to Reach Technological Early Adopters? An Empirical Analysis of Early Adopters’ Internet Usage Behavior in Germany

Riccardo Reith, Maximilian Fischer () and Bettina Lis ()
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Riccardo Reith: Faculty of Law and Economics, University of Bayreuth, Universitätsstraße 30, 95447 Bayreuth, Germany
Maximilian Fischer: Faculty of Law and Economics, University of Bayreuth, Universitätsstraße 30, 95447 Bayreuth, Germany
Bettina Lis: Faculty of Law and Economics, University of Bayreuth, Universitätsstraße 30, 95447 Bayreuth, Germany

International Journal of Innovation and Technology Management (IJITM), 2020, vol. 17, issue 02, 1-20

Abstract: Early adopters (EAs) represent a crucial group of consumers in the diffusion of innovations. Therefore, reaching potential technological EAs for up-and-coming innovations is of vital importance. However, little is known as to how potential EAs for new technologies use the Internet. Our study examines the Internet usage of EAs in comparison to the general public and gives an overview of 15 different channels. Consequently, we classified EAs and analyzed a vast set of data containing 119829 subjects. The results demonstrate significant differences between EAs and the remaining population and offer marketers new insights into EAs’ Internet usage behavior.

Keywords: Early adopters; innovators; Internet usage behavior (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S0219877020500108

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