The Early Majority is an important group of people, who help facilitate the mainstream adoption of new technology. As technology becomes ever more complicated and innovative, it can sometimes feel like the new products on the market are too advanced for a lot of us to understand. But it doesn’t have to be that way! By following the lead of the Early Majority, you can easily join in on the technological revolution and keep up with all the newest gadgets.
Let’s dive into how this group is defining innovation:
Introduction
Technology is always evolving, and today, the early majority is at the forefront of adopting new innovations and products. Many businesses embrace these advances in order to remain competitive and profitable in rapidly changing markets.
To understand how the early majority adopts new technology, it’s useful to examine their decision-making processes and motivations for doing so. In this article we’ll explore what makes the early majority different from other consumers and why they might be more likely to take on a new technology before others have done so. We’ll also consider the potential pitfalls that could sideline an organization from making this leap of faith. Finally, we’ll examine how businesses can best prepare for using new technologies as soon as they are available.
What is the Early Majority?
The Early Majority refers to a demographic of consumers who are mindful of new trends and technologies, but not among the first to adopt them – they’re the ones that follow shortly after the Early Adopters. They provide more mainstream appeal and are more “risk averse” than their counterparts. The Early Majority makes up 34% of those taking up new technology, making them the next largest group (after the Early Adopters).
The Early Majority is typically composed of educated professionals in their thirties to late fifties with above average incomes. Contrary to popular belief, this group usually has substantial investments in technology, making them open to trying out innovations that may make their lives easier or save money. Furthermore, they tend to be less price-sensitive compared to other consumers due to their above average disposable income.
The Early Majority helps bring new technology into wider use as it is usually where businesses look for growth in new markets. If you can get a foothold among this group, you can expect steady growth as many businesses reach out for help in terms of dealing with all aspects of implementation and adaptation when introducing new products and services.
Technology Adoption by the Early Majority
The early majority, who comprise approximately 34% of the population in any given marketplace, adopt new technologies shortly after they become available; usually months to years after the initial innovators and early adopters. As part of their decision-making process, these consumers are driven by rational ideas and a need to feel secure that their choice will be successful.
The characteristics of this group include embracing practical ideas, but also valuing acceptability by peers. This drives them to acquire products and services that represent an accepted standard in the community or industry. The early majority place a premium on reliability over price, which makes them more likely to purchase something that has already been proven successful than taking a risk on something with no track record.
The enthusiasm displayed by the early adopters creates social proof for the early majority that validates their decision-making process. Furthermore, they often possess more resources as they enter technical evaluations – not only resources such as capital or information access but also knowledge gained from living within communities that view use of some products as a status symbol. The result is increased demand and subsequent market share growth for innovative technologies adopted by members in this group.
Benefits of Early Majority Adoption
Adopting new technology early allows companies to gain numerous benefits that can help them stay ahead of their competition. As a result of its early adoption, the Early Majority usually is the biggest beneficiary when it comes to capitalizing on innovations.
The Early Majority is referred to as innovators – they don’t invent or create, but they rely on others to do so and apply it in innovative ways. Early Majority adopters are able to take advantage of lower risk levels associated with new products since these products have been tested and validated in the market by other adopters.
The Early Majority also benefits from:
- Cost savings due to the economies of scale associated with mass adoption and implementation.
- Greater access to third-party tools such as customer services, consulting services, and support services due to larger numbers of users already flooding these markets after the success of early adopters.
This gives them an advantage over competitors who use dated technology or are trying catch up with trends that have already emerged.
Lastly, having adopted new technologies at an early stage grants considerable competitive advantages such as:
- Reduced time-to-market due to mastering techniques more quickly than organisations who join later.
- Lower operational costs often follow from such instances too, resulting in better bottom lines in a fast-paced business environment that rewards dynamism and agility above all else.
Challenges of Early Majority Adoption
The early majority is the group of people who become aware of a new technology fairly quickly after the innovators, but they often require more information, reassurances and support before they are willing to invest in it. This means that when targeting the early majority segment, businesses must be prepared to provide extensive information and support to turn skeptics into customers.
For example, people in the early majority often need detailed explanations about how a product or service will benefit them and expert advice on how to introduce it into their operations.
In addition to offering detailed information about new products or services, businesses targeting this segment may also need to identify marketing channels that align with their target consumers’ individual interests and preferences. For example, traditional television ads may have little impact on those in this segment because many of them prefer to discover new technology through online reviews or word-of-mouth referrals from trusted sources.
Finally, consistent customer support is essential for businesses looking to attract this audience as many of these individuals have high expectations when it comes to technical assistance and ongoing support services after purchase.
Strategies for Reaching the Early Majority
When new technologies, products and services enter the market, it is important to successfully reach the early majority in order to ensure wide-scale adoption. As the name suggests, this group consists of individuals who are willing to take a chance on an innovation before it reaches mass appeal.
An effective strategy for engaging with this demographic requires a threefold approach. First, create a network of influencers – people who understand and appreciate the product sufficiently enough that they can convey enthusiasm and knowledge about it to their peers. Promote consistent messaging across channels in order to build on that initial interest and sustain it over time. Finally, design marketing campaigns that trigger interest while at the same time appealing to their rational side by focusing on compelling facts like price, features and benefits.
In addition, make sure your message is clear and informative with regards to features and benefits. This group is likely to make decisions in part based on how much value they think they will get out of a product or service so you’ll need logic-based copy as well as personal testimonials from customers who have already made the switch from their previous options. By taking the time to hone in on your messaging for this market segment you can ensure maximum adoption of your technology among early adopters – setting yourself up for success further down the road when even more of the population begins using your product or service.
Examples of Early Majority Adoption
The early majority is that non-innovative segment of adopters who evaluate the new technology before investing in it. This group typically waits for others to take the plunge and are motivated by factors of cost, convenience and reliability.
Perhaps the earliest example of early majority adoption is the proliferation of personal computers beginning in the 1980s. As more companies used PCs for their operational data processing, consumers welcomed them into their homes as a way to increase productivity or simply have fun with digital gaming.
Other examples of early majority adoption include mobile phones, such as those developed by Apple (iPhone) and Google (Android). Although these phones may have driven their respective inventors to an earlier position in the tech industry, they’ve since become ubiquitous among all users. The recent advancements in artificial intelligence have also been adopted amongst this group, with technologies such as facial recognition becoming increasingly popular among public transportation systems and social media websites.
While it may be natural for innovators and early adopters to embrace new innovations first, the early majority has a more conservative mindset towards adopting new products. Companies should bear this in mind when launching a new product: patiently wait for the early majority to assess their viability before introducing it publicly.
Conclusion
In conclusion, the early majority can be key adopters of new technology because they are able to recognize the advantages and practical applications of emerging products and services. They are also comfortable with change and willing to make sacrifices when necessary. By understanding how the early majority functions, marketers can effectively create strategies for introducing new ideas to this influential consumer cohort.
The early majority consists of analytically-minded customers who need to feel secure in their decision-making process. To be successful, you must understand their desire for:
- logical evidence
- clear communication
- reassurances that their investments will pay off in the long run
With research and careful planning, businesses can take advantage of the purchasing power of the early majority while reducing risk by ensuring that they are up-to-date with current trends and popular innovations.