Technology Adoption Life Cycle – Innovators, beginners, the initial majority, the late majority and lagging: these are 5 groups that can be divided into consumers. Already in 1962, sociologist Everet Rogers published the book “Distribution of Innovation”, which classified consumers into certain groups. By synthesis with more than 500 distribution studies with different purchasing habits. Today, the model is better known as the life cycle of technology and describes the adoption or adoption of a new (technological) product or innovation in accordance with the demographic and psychological characteristics of these 5 individual adoptive groups. In this article, we will explain the model and look deeper at 5 adoption groups. In addition, we will look at Jeffrey Moore marketing methods for successful orientation on major consumers.
As you can see in Figure 1, the vital cycle of technology is a call curve, and the segments in the curve are approximately equivalent where the standard deviation will fall. This means that innovators make up about 2.5%of the total population, beginners – about 13.5%, the initial majority and the late majority – about 34%and the remaining 16%. Each group demonstrates a unique psychographic profile (ie the combination of psychological and demographic characteristics), making its marketing reactions different from the reactions of other groups. Realizing the differences between these groups, marketers can better focus on all these customers through the right marketing methods.
Technology Adoption Life Cycle
Aggressively seeking new technological products is the first group of people who probably invest in your product. Sometimes they look for them before the official marketing program is started. This is because technology is the main thing in their lives, no matter what work they do. The disadvantage is that the innovators are small in any market (about 2.5%) and they usually do not want to pay much for new products. However, it is important to conquer them because their approval gives confidence to other customers on the market that the product can really work. In addition, these technology enthusiasts can serve as a test group to make the necessary changes before you navigate the mainstream.
Doing Content Right As A Tech Start-up
Early users, like innovators, buy the concept of a new product at the very beginning of its life cycle. However, unlike innovators, they are not technologists. Instead, they are seamous who seek not only reform but also revolutionary progress. As a result, they are ready to take the greatest risk, trying something new, the least sensitive to the price of the adopters and very demanding. There are many early users (usually 13.5%) and they do not hope for well -known links when making a purchase decision. Instead, they prefer to rely on their own intuition and vision. In addition, they are ready to serve noticeable links to other adoptive grounds. It is very important to conquer them because the seamstakes can prevent the rest of the population.
Starting with the original majority. This pragmatism is demonstrated by the ability of some first users to refer to technology, but in the end they are guided by a strong sense of pragmatism. They know that most search queries end up Fads, so they are satisfied to wait and see how others build before buying themselves. They want to see reputable recommendations before making significant investments. Since there are a lot of people in this segment (approximately 34%), the conquest of these people is fundamental to any business that strives for significant profits and growth.
The late majority as a group is almost the same as the early majority (34% of the total population). They share all the concerns of the early majority and one thing: they believe more in tradition than progress. The early majority satisfies their ability to work with a new technological product, but if they eventually decide to buy it, the late majority is not. As a result, these conservatives prefer to wait for something to become the standard and invest only at the end of the technology life cycle. And yet they want to see great support and try to buy only large, famous companies. Being a leader on the market is an important prerequisite for the late majority.
Finally, there are the remaining 16% of the population: lagging. These people don’t want to have anything to do with new technology. Only when they buy a technological product, it hides deep inside another product. These skeptics are firmly convinced that subversive innovations rarely justify their promises and almost always lead to unforeseen consequences. In terms of market development, the lagging notes should not be pursued. However, their criticisms give organizations valuable feedback about discrepancies between sales and actual production statements.
Third Scrum Wave
Between each group of adoption in the life cycle of technology (Figure 1) you see a gap: a gap. This space between the segments is a “confidence gap” that results from an attempt to use the group on the left as a reference base for the group to the right. This gap exists because consumers prefer to hear the reviews of the people who are included in their adoption group. This, of course, creates a complex dilemma because you can’t use people as a reference group if they haven’t yet bought you! The gap is the largest between those who first adopted (visionaries) and most of the first stages (pragmatics). These groups differ from each other in such a way that the use of one as a reference base for another is very ineffective. Thus, this gap is called the “pelvis”. Jumping from the first users to the first majority means the transition from the early market to the main market, crossing the abyss is crucial to achieving market success with a new product.
According to the masonry, successful overcoming the abyss can be achieved, focusing on a very specific market niche within the original majority. The only purpose of the organization, trying to overcome the conflict is to gain a foothold in the main market, which creates a viable customer base. Segmentation is all: focus all your marketing resources in a certain segment at the time and make sure you have become the market leader in this particular segment before moving to the next segment. This is the so -called “big fish, small pond” approach. A great marketing base that helps choose the right marketing methods for potential customers is a marketing funnel or aida model. In addition, you need to make sure that your product provides full satisfaction and high level of service (ie full -satisfied product). The user experience of pragmatists with your product will ultimately determine whether they will also impress their colleagues. Once you have created a strong reputation for a sundress message among the various segments of the original majority, you correctly crossed the abyss. By clicking or continuing the entry, you agree with the user agreement, privacy policy and use of Cookie files?
The life cycle of technology is a model for understanding the adoption of new products. Whenever the market comes a new breakthrough product, it requires a change of user to change currency behavior or other products and services. For example, when Uber gives a new way to call a taxi for vulnerable and displeased customers, these old behavior is completely replaced by more optimized.
The life cycle of technology adoption has become central through the approach to digital and innovative products and services for the NEXForce growth that uses them to display and diagnose the starting point of our customer relationships. The model describes penetration into marketing as a transition to customer types that require a specific product growth strategy throughout its use.
Poster, Print Technology Adoption Curve Or Technology Adoption Life Cycle With Chasm Vector, 40×30 Cm
As you can see, we have a bell curve. The segments in the curve are approximately equivalent, where the standard deviation will decrease. This means that the first majority and the late majority are within one standard deviation from the average, those who have accepted early, and those behind are within two, and the emissions at the beginning of the new technology make up about three standard deviations from the norm. , innovators. Groups differ from each other by a characteristic reaction to controversial innovations based on new technologies. Each group demonstrates a unique psychographic profile – a combination of psychology and demographics, making its marketing reactions different from the reactions of other groups. Understanding each profile and its attitude towards neighbors.
The distance between any two psychological groups is a symbol of segregation, which means that the difficulty of accepting a new product appears to any group further, as the group is directly left. Each of these gaps is a marketing opportunity
