The technology adoption curve, part three
The technology adoption curve, part three. The Late Majority. Without stating the obvious, the Late Majority always follow the Early Majority when it comes to the adoption of new technologies. And although the Late Majority represent exactly the same proportion (34%) of the general population as the Early Majority, timing isn’t the only factor that distinguishes the two.
More…These types of consumers are extremely risk averse, tending to only use new products and services once they have become mainstream. Importantly, these people do not really listen to opinion and are not influenced by others to use something new. So, from a relationship perspective, whereas Early Adopters follow the views of Innovators and the Early Majority are influenced by the Early Adopters, the Late Majority decide for themselves when they will take a service.
On this basis, ease of use and price both play large roles for this consumer group. Late Majority segments are typically triggered to purchase when a service is packaged or bundled together, thus inferring value and ease of use. This is importantly from a psychological perspective because in this scenario they think they have been smart to wait as long as they have to take a service. They see the purchase decision as highly considered.
From advertising and direct marketing perspectives, these people can not really be motivated to purchase. Sure, they would have seen a lot of the activity promoting a category/product/service but as the ultimate decision making process is firmly theirs, the Late Majority have to be seen as a group of people who will come on board eventually.
Part one: Innovators and Early Adopters
Part two: Early Majority