An “early adopter” is anyone who is used to systematically offering new products from a given product category. It is therefore a category of consumers who tend to turn more to new products or new technologies. Early adopters can thus play a key role in the launch and adoption of any new product or in the follow-up of any online offer. To reach early adopters, the Internet therefore remains a particularly favourable and effective medium, especially in the high-tech field. It should be stressed that these individuals are most of the time in a situation of “watching out for novelties”.
