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. 2021 May;10(5):2151–2157. doi: 10.21037/tau.2019.11.33

Figure 1.

Figure 1

The “diffusion of innovation” model. As consumers adopt a technology (blue curve), its overall market share increases in logistic fashion (red curve) until market saturation is reached. Near the end of the “early majority” phase at roughly 50% overall adoption, a critical mass is achieved, after which a technology is generally able to sustain itself (20).