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Technology Stocks : AUTOHOME, Inc
ATHM 23.89+2.2%Dec 5 9:30 AM EST
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To: E. Davies who wrote (16462)10/29/1999 12:43:00 AM
From: JayPC  Read Replies (2) of 29970
 
Hi Eric.

There are actually 5 groups of consumers when it comes to product adoption. Their distribution makes up a standard bell curve.

2.5% are Innovators... Higher educated, Venturesome, etc.
13.5% are Early Adopters... Leaders in their social setting, tend to have an above average education
34% are Early Majority... Deliberate Purchaser often with many informal social contacts
34% are Late Majority... Skeptical often with a lower social status
16% are Laggards... These people tend to fear debt and use their friends as information sources.

To classify the @HOME subscriber, I would say we are bordering the Innovators and in the early stages of the Early Adopters (in some areas of the country)... If you believe Marketers (of which i am one) That means the current @HOME user is higher to above average educated, willing to take risks, are leaders in their social setting, and use multiple information sources.

The people signing up with AOL now, I would probably classify as bordering the Late Majority.

These classifications are obviously very general and not everyone fits into one category, so no offence to anyone who has just signed up with AOL.

Also, the slower roll out in some areas is also a factor keeping some Innovators from @HOME's service.

Regards
Jay
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