This paper draws upon innovation diffusion theory and more recent conceptualizations of IT adoption behavior to examine differences among Jordanian Internet across Rogers’ adopter categories. We extend Rogers’ theory by characterizing adopter categories based on personality, attitudinal and situational variables recently found to be salient in IT adoption behaviors, and determine that young, educated and upwardly-mobile members of developing economies in the Middle East and North Africa region are the best target for increasing the effectiveness of diffusion of information and communication technology initiatives.