The Adoption Cycle of e-Books
By: Pablo Alcover, Marie Coulibaly, Alex Frigola & Andrea Ruiz – Students of the course: Transfer of New Technologies into The Economy
The technology adoption lifecycle model describes the adoption or acceptance of a new product or innovation, and it’s commonly represented as an “S-curve”.
The process of adoption over time is typically illustrated as a classical normal distribution or “bell curve.” In this model, five different types of adopters are distinguished in order to identify similar traits among them (Rogers, 2003). These profiles are known as: (1) innovators, (2) early adopters, (3) early majority, (4) late majority and (5) laggards (Figure 1).
An eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer, such as Microsoft’s free Reader application, or a booksized computer that is used solely as a reading device, such as Nuvomedia’s Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user’s computer or reading device.
The most well none Brand products in this industry are Kindel Touch, Bq Avant, Payre 613, Sony PRS-T1, Samsung E65.
Now, we are going to define the different profiles in the adoption life cycle.
Innovators: are consumers who have to have the latest gadget and don’t mind paying top dollar for a product or service. When you think back to the first e-book reader you saw online, or in a store, innovators already had the product in hand and probably paid full price.
Early adopters: An individual or business who uses a new product or technology before others. An early adopter is likely to pay more for the product than later adopters, but accepts this premium if using the product improves efficiency, reduces cost, increases market penetration or simply raises the early adopter’s social status. Companies rely on early adopters to provide feedback about product deficiencies, and to cover the cost of the product’s research and development.
Early majority: The first sizable segment of a population to adopt an innovative technology. The early majority tends to be roughly 34% of the population, and will adopt a new product after seeing it used successfully by either “innovators” or “early adopters” that they know personally. People in this segment are less affluent and less educated than innovators and early adopters, but are willing to take a chance with a new product.
Late majority: The last sizable segment of a population to adopt an innovative technology. The late majority accounts for roughly 34% of the population, and will adopt a new product only after seeing that the majority of the population already has. People in this segment are typically older, less affluent and less educated than segments that more readily adopt innovating products.
Laggards: They are the last to adopt an innovation. Unlike some of the previous categories, individuals in this category show little to no opinion leadership. These individuals typically have an aversion to change-agents. Laggards typically tend to be focused on “traditions”, lowest social status, lowest financial liquidity, oldest among adopters, and in contact with only family and close friends.
Doing our analysis, we find that in Spain 43% of population reads with e-Book technology. That means, that in Spain, e-Book technology is in Early Majority stage (Figure 2).
If we compare the e-Book market to other technologies, such as amazonkindle we can see is a youngest technologies which is growing fast (Figure 3).