chasm theory
To be precise, innovator theory, but chasm is probably better known around the world.
innovator theory
- Everett M. Rogers proposed
- 1962
- Classification of attitudes toward product purchase into five categories in order of earliest to latest purchase timing - innovator - early adopter - early majority - late majority - laggard
By the way, people who use the "for some reason the classification was determined and the percentage of those people was checked and it was a percentage" way of explaining things like "there are 16% laggards" are the ones who don't understand it properly.
Correct, "defined the bottom 16% as laggards."
Some people assume that 16%, a "number that doesn't look close enough" has some deeper meaning, but it is simply a normal distribution cut off by an integer multiple of the standard deviation that is close enough.
- Diffusion of Innovations p.243
- Adoption of new technology follows an S-curve, so the frequency of adoption is a bell-shaped curve, so approximate this with a normal distribution
- p. 247
- The normal distribution was sliced into five parts at integer multiples of the standard deviation and named
Later in the book "chasm" it is claimed that "the chasm between early adopters and early majority is deep
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