What is the relationship between adopter categories and firm socioeconomic characteristics

Given that all the firms in the analysis are intermediaries in the financial services sector, an underlying assumption is that they are all part of the same social system. Notwithstanding, different types of firms exist. The industry comprises at one extreme sole traders with under 100 clients and a very local presence and at the other extreme large organisations with a number of outlets, over 3000 clients and a national presence. It is therefore important to assess whether any differences exist in adoption patterns among firm types.

A chi-square measure of association was conducted to test for statistically significant differences between the adopter categories and the following key company characteristics: type of firm, size of client base and turnover (see Table III).

No statistically significant differences were found in terms of type of firm and adopter categories, although it is interesting to note that 80 per cent of innovators are limited companies. Statistically significant differences, however, were noted between the adopter categories and size of client base and the adopter categories and turnover at the 10 per cent (Pearson chi-square value of 13.852 and sig. 0.086) and 5 per cent (Pearson chi-square value of 10.821 and sig. 0.029) levels respectively. Larger client bases tend to produce larger

Figure 1 Comparison of Rogers' curve with the sample adoption curve

Figure 1 Comparison of Rogers' curve with the sample adoption curve

Table III Profile of adopter categories

Company characteristic


Early adopter

Early majority

Late majority


Firm type Limited company Partnership Sole trader Total

Size of client base Under 1,000 1,001-3,000 Over 3,000 Total Turnover Under £1 million Over £1 million Total sG 1G 1G 1GG

4G 1G 5G 1GG

sG 2G 1GG

5G 33 17 1GG

3G 42 1GG

69 31 1GG

64 23 13

35 27 3s 1GG

65 35

49 34 17 1GG

44 31 25 1GG

79 21 1GG

56 23 21 1GG

37 47 16 1GG

91 9 1GG

Note: Figures are percentages turnovers, although the two variables are not perfectly correlated, neither is the relationship between firm size and turnover and firm size and client base. Compared with the other adopter categories, innovators have a much higher proportion of larger client bases. At the same time, innovators also seem to be polarised between high and low client base sizes, which further distinguishes them from the other adopter categories.

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