Approximately 2.5% of those who adopt a product do so almost immediately after the product is launched. These people are called innovators.
Customers who are innovators are the first to use a new product. They are risk-takers by nature and are intrigued by the potential of novel concepts and fresh approaches to old problems. Because products are typically more expensive when they are first released (although some products do defy this trend), innovators are typically wealthier than other types of adopters.
When developing new products, innovators frequently have a connection to the scientific field in which they originated. They also frequently network with other innovators in the same product categories.
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