US Tech Early Adopters: The Profile has changed.

Attracting early adopters is critical for purveyors of new consumer technologies, and the profile of cutting-edge users is changing, reports In-Stat (http://www.in-stat.com). Early technology adoption is no longer constrained by income, education, ethnicity, or social status. As a result, a larger percentage of young adults than in the past consider themselves to be early adopters.

Whether it is TV Everywhere initiatives, over-the-top video services, Web-to-TV devices, or 3D digital televisions, the market success of each new innovation will be dependent on attracting early adopters. Yet, many of the characteristics that defined early technology adopters in a pre-Internet world no longer apply.

In-Stat’s research identifies that early adopters are much more likely to:

Subscribe to premium pay-TV channels

– Two-thirds get at least one premium channel

– Over 50% receive HBO

Subscribe to a DVR service

– View VoD content

– View fee-based on-demand movies

– Purchase pay-per-view content

– Subscribe to fee-based sports content (e.g. NFL Sunday Ticket)

– Spend more than 5 hrs per day viewing video content

Recent research by In-Stat found the following:

* By 2013, nearly half of total US households will have an adult that considers themselves to be a leading-edge or early adopter of technology.

* In-Stat recently developed new end-user segmentation that identifies “Power”, “Social”, and “Passive” Internet Users. Segmentation is based on the number of different Internet activities and the frequency that they are performed.

* Over the next five years, Internet power-user households will double in number, and nearly two-thirds of US broadband households will be power or social users.

For more information at http://www.instat.com