Get early access: The Next Billion Users Report 2025

About our study

Between 2024 and 2025, Protocol Theory surveyed over 2,600 consumers across the US, Canada, UK, Australia, and New Zealand to compare the adoption of eight recent innovations — including crypto and Web3.

By updating Everett Rogers’ 1962 Diffusion of Innovation model with new global data, this report reveals the critical differences between early adopters and the mass market — offering a practical roadmap to dismantle adoption barriers and turn insight into competitive advantage.

Inside the Report

• A reimagined model for modern adoption: How Everett Rogers’ Diffusion of Innovation framework applies — and where it breaks — in the era of Web3, Gen AI, and VR.
• Adapting to change: Why 60 years of technological and societal shifts demand a fresh, data-driven update to innovation theory.
• Global consumer insights: Findings from over 2,600 consumers across five major markets on the real drivers and barriers to crypto and Web3 adoption.
• New adoption patterns revealed: How Innovators, Early Adopters, and the Early and Late Majority are reshaping growth opportunities — and what it means for your strategy.
• Strategic advantage through action: Practical insights to design better products, marketing strategies, and onboarding experiences that accelerate adoption and unlock new markets.