Abstract
Early adopters (EAs) represent a crucial group of consumers in the diffusion of innovations. Therefore, reaching potential technological EAs for up-and-coming innovations is of vital importance. However, little is known as to how potential EAs for new technologies use the Internet. Our study examines the Internet usage of EAs in comparison to the general public and gives an overview of 15 different channels. Consequently, we classified EAs and analyzed a vast set of data containing 119[Formula: see text]829 subjects. The results demonstrate significant differences between EAs and the remaining population and offer marketers new insights into EAs’ Internet usage behavior.
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