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

Author

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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)

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.

Suggested Citation

  • Riccardo Reith & Maximilian Fischer & Bettina Lis, 2020. "How to Reach Technological Early Adopters? An Empirical Analysis of Early Adopters’ Internet Usage Behavior in Germany," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 17(02), pages 1-20, April.
    • Handle: RePEc:wsi:ijitmx:v:17:y:2020:i:02:n:s0219877020500108
    DOI: 10.1142/S0219877020500108
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    Cited by:

    1. Svetlana Abramova & Rainer Böhme & Helmut Elsinger & Helmut Stix & Martin Summer, 2022. "What can CBDC designers learn from asking potential users? Results from a survey of Austrian residents (Svetlana Abramova, Rainer Böhme, Helmut Elsinger, Helmut Stix, Martin Summer)," Working Papers 241, Oesterreichische Nationalbank (Austrian Central Bank).

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