Consumer Innovators is a segmentation report from the Survey of the American Consumer™ that identifies early adopters - the consumers who make or break new products by setting buying trends and building markets - in five categories of products and services:
Survey participants qualify to be identified as Consumer Innovators according to their reported purchasing behavior, as opposed to their "intention” to buy. The report describes early adopters in detail: who they are, where they live, the media they use, and how, where and even why they spend their money.