See it want it buy it: The changing face of the early adopter in high technology and the tech industry's targeted public relations campaigns

This thesis set out to determine in what way early adopters of high technology have changed in the past three decades. From the release of the first computer for mass consumption, to the release of the iPad, this thesis looks at the demographic shift of consumers and how it effects the product launch, release and marketing campaigns. By deconstructing product launch campaigns through the years we can see how the adopters have been targeted both successfully and unsuccessfully. This thesis also looks at the effect of potential adoption barriers and how they have changed as well as how they relate to different adopter types. A survey, conducted by the author, sheds some light on the motives and demographics of adopters as well as how they see themselves in relation to technology consumption. The results reveal an apparent change as technology becomes more of a lifestyle accessory, and less focused on business or information technology needs. The author also pieces together several outside studies about marketing to early adopters and various demographic groups.