Rogers featured it in his 1962 book Diffusion of Innovations.[51] He noted that the initial adoption of new ideas and products generally followed this shape. In the mid twentieth century, the diffusion of products, like radios and refrigerators, all traced out an S-curve; later on, televisions, microwave ovens and mobile phones would do so as well. According to Rogers, four different types of people are responsible for the growth of a product: initial uptake comes from ‘innovators’, followed by ‘early adopters’, then the majority of the population, and finally ‘laggards’. His research into
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