Fifty years ago, Everett M. Rogers developed a theory of diffusion of innovations, that is, how new things spread through a society. This could apply to the adoption of products, new social norms, revoluitons, etc... The chart above shows the stages or levels of "types of people" until it is adopted by the masses. These types are:


The innovators (the darkest brown 2.5 percent on the far left) are venturesome, the visionaries, the wild-eyed revolutionaries, at least to the others, who feel threatened by change and risk-taking. To the innovators, themselves, the adoption is a no-brainer.

The early adopters (the darker brown 13.5 percent on the left) are respectable opinion leaders. They can function effectively as evangelists and missionaries.

The early majority (the 34 percent to the left of middle) is very deliberately ahead of the curve, but willing to make safe investments.

The late majority (the 34 percent to the right of middle) is skeptical and often part of a backlash.

The laggards (the lightest brown 16 percent on the far right)