Author of "Smart Mobs" says Second Life numbers aren't important

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Expanding on eaely adopters

An interesting point in this article about SL being full of early adopters. It's
actually also full of a group just as interesting and actually more important -
Innovators.

Innovators are the first type of consumer (at home and at work) that adopt new
technology. These are people that like the 'thrill' of being part of something new
and the trade-off for this 'virgin land' is their ability to accept flaws and bugs.
They put up with them - and actually opening offer assistance/feedback to
improve technology experiences. Innovators account for only 2.5% of the general
popn. But as catalysts they are extemely important.

Innovators act as triggers to Early Adopters. They make informed
recommendations and give 'tips' to Early Adopters. This group makes up 13.5% of
the popn and the SL growth in the last 3 months can be accounted by the take-up
from Early Adopters being pulled in by Innovators. Furthermore, whereas
Innovators are classified as 'localites' - their social networks are geographically
close, Early Adopters are 'cosmopolites' - their range of social relatioships are
much wider - hence the range of countries residents come from. This also
explains the proportionate decrease in residents from North America - the
Innovators in NA have triggered the NA Early Adopters who, in turn have
influenced Early Adopters across the world via their networks.

What's intereresting (and of value to brand owners) is the degree of authority and
power Early Adopters have over purchase decisions - both their own (they have
high disposable income) and of others.

Posted by: nicmitham   Posted on: 01/12/07 You are currently: a Guest | Members login | Terms of Use

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