Early are the category of consumers who begin to use a product or service immediately following innovators. (Remember to type only one word in the blank.)

The word you are looking for to fill in the blank is "Adopters."

In the context of consumer behavior and the diffusion of innovations, "early adopters" refer to a group of consumers who embrace new products or services shortly after they are introduced, following the innovators. Early adopters play a crucial role in the lifecycle of a product as they tend to be more open to experimenting with novel offerings than the general population. They are typically more educated and have a higher social status, which allows them to influence others in their network. Their acceptance can lead to broader market acceptance and facilitate the transition of products from niche markets to the mainstream, thereby accelerating the product's penetration into the market.