While potential consumers for Vodites are the same individuals as those who buy Sonites, a different segmentation strategy is likely to be appropriate for Vodites. Further studies need to be completed, but marketing experts believe that it will be more effective to group consumers according to how they adopt new products. In this light, three groups are examined for Vodites:
•Innovators – These consumers will be the first users of Vodite products. People in this segment tend to be adventurous and are willing to try new ideas with some risk. Although this segment will probably be the largest one initially, it represents only a small percentage of total potential consumers. Innovators demonstrate both a high desire for and interest in Vodite products. Their income levels are above average.
•Early adopters – Consumers in this segment will not adopt Vodite products as quickly as innovators but will certainly do so before a majority of people have accepted the new technology. As this group is usually much larger than the previous one, its influence on other consumers is fairly high. Early adopters tend to be opinion leaders and helpful in 'advertising' the new product to other potential buyers. They are critical to the adoption process and should not be neglected by marketers. They have an average income level.
•Followers - These individuals represent the bulk of potential consumers. Because they perceive more risk in buying new products, they adopt a product innovation only after a large number of consumers have tried it. Innovators and early adopters particularly influence followers. Their income level is usually below average.