adopter
noun[C]
MARKETINGuk/əˈdɒptər/usapersonorcompanythatstartsto use a newproductorservice:
Whilelargefirmsmay be the mostvisibleadopters of IT ande-commerce,smallercompaniesalsofacepressuretoadoptthesetechnologies.
See also
early adopter
late adopter