One of the fundamental - and most exciting courses I have been studying throughout my master at Copenhagen Business School is Consumer Behavior. Responsible for the course was Marketing Professor Torben Hansen ( He recently wrote a chapter in Philip Kotlers well known Marketing Management book and won a prize for his research) - super competent scientist within the field of Consumer Behavior and marketing.

And what has this got to do with Facebook? Well. One of the theories we were taught in Consumer Behavior is about people, individuality and groups and how every one of these adopt trends. The theory is originally developed by an American Marketing professor named Everett M. Rogers.

The theory is named "Diffusion Of Innovation Process". Rogers identified that the five adopter categories follows a standard deviation curve: The category "innovators" adopt the innovation in the beginning (2.5%), early adopters make up for the 13.5% a short time later; the early majority 34%, the late majority 34%, and some time finally the laggards make up for the 16%.

Figure: Rogers’ Innovation Adoption Curve. FACEBOOK: And here goes the point.

I just read that Denmark is "number one" on Facebook. About 34 % of all Danes have a Facebook profile. In relation to Rogers theory about innovation and adoption process Denmark could be characterized as "Innovators" if you look at the entire country.

Since I don't have a profile and the fact that someone could put me in a box named "Laggards" if I got myself a profile now, prevent me from getting one:-)

Read more about Rogers "Diffusion Of Innovation Process" here and more about the Danes on Facebook here.