Post Chasm: Early Majority in Businesses
We see that not all companies will adopt a disruptive idea despite its obvious benefits. Companies can be usually divided into 5 categories based on how they adopt technology. These categories are innovators, early adopters, early majority, late majority and laggards in the increasing order of their acceptability to technology and innovational change.
Individuals in early majority category, adopt a disruption after a varying degree of time and product confidence in the market. Their time of adoption is significantly longer than the innovators and early adopters. Early Majority tend to be slower in the innovation adoption process, have an above average social status, have contact with early adopters, and rarely hold positions of opinion leadership in a system.
These companies are not so technically focused and are proponents of evolutionary change rather than visionaries. They are more risk averse and prefer to adopt a product or a service, which has been reasonably proven and have a good amount of market share in the target area they are focusing on. Early adopters are highly process oriented companies trying to create a firm foothold in their respective sectors and hence, tend to communicate vertically to companies in a sector.
The early majority, on the other hand, is likely to be targeted through more general marketing approaches and it is hoped that their connection with the early adopters will drive word-of-mouth sales. Designers may end up catering to the early majority through product iteration and offering improvements to the product.