Futures researchers have long been interested in studies that investig
ate the diffusion of innovations among consumers. Often this is simply
as a basis for extrapolating future trends in access to technologies.
But also this literature has been particularly useful in providing fr
ameworks for understanding the processes by which new commodities come
into circulation and spread across populations of adopters. In this p
aper we seek to deepen the analysis. We argue that many studies have o
versimplified the issues by treating populations of potential adopters
as being homogeneous. This, we believe, is inadequate for understandi
ng the diffusion of products in consumer markets. Drawing on debates f
rom cultural studies and the sociology of consumption, as well as emer
ging theories from evolutionary economics, and analysing household sur
vey data, we show that there are discernible social groups that adopt
products at different rates. These differential rates of adoption are
attributable to the existence of groups with different tastes, and not
simply a question of different income groups. (C) 1998 Elsevier Scien
ce Ltd, All rights reserved.