What is a characteristic of innovators in the product adoption cycle?

Innovators in the product adoption cycle are characterized by their willingness to embrace new products as soon as they become available. They are often seen as trendsetters or opinion leaders within their social groups, which allows them to influence the adoption behavior of others. These individuals tend to take risks with new technologies and concepts; they enjoy exploring and experimenting with cutting-edge products, even when those products are still in the early stages of market introduction.

This behavior sets them apart from other categories of adopters, such as early adopters, early majority, late majority, and laggards, who tend to wait for more information, social validation, or improvements in the product before deciding to adopt. Innovators are critical to the diffusion process as they play a significant role in introducing new products to broader audiences. Their eagerness to adopt new offerings can help validate the product in the market, creating momentum that attracts other consumer segments.