What is early majority’
Early majority is the first significant segment of the population to accept innovative technologies. Early majority tends to be roughly 34% of the population, and will adopt a new product after it is successfully used as “innovators” and “early adopters” that they know personally.
Breaking down the ‘early majority’
People in the beginning most of the less affluent and less educated than innovators and early adopters, but are willing to take risks with a new product. Populations in innovation adoption are broken into five main segments: innovators (the first to adopt an innovation), early adopters, early majority, late majority and Laggards. Using diffusion of innovation theory to estimate how long it will take a new product that needs to be taken not less than 50 percent of the population. “Innovators” and “early adopters” tend to try a new product fairly quickly, but it may take some time for the start of the majority to feel comfortable enough with the technology to make a purchase.
For example, the first iPhone, launched in 2007, cost $600. Two months later, Apple dropped the price to $400; In June 2009, the price fell again to $200 and the phone offered two vaults. However, early camped in front of Apple stores and other retailers in 2007 to get their hands on the first version. Early majority are much more likely to wait for the 200 $ version and can only buy it after personally hearing stories from Innovators and early adopters, who have used the product.
Marketing to the early majority
It’s much easier to attract the attention of one of the first users than it is to encourage the early majority to try out the innovative product. This is because early, it is not hard to try new products, and early majority-no. This does not necessarily mean early majority does not like new foods. They are just not as excited about them as Innovators and early adopters.
Early majority find comfort to be part of the herd. Yes, they are more fashionable than late majority, but they are still part of the majority. That’s what makes them so valuable to brands. Early majority the overwhelming majority of them with the product. And once they find a product they like, they buy it again and again and again.
On the contrary, early, love, love, love to try new things. The experience of “new” can be more important than all that for the benefit the product promises to deliver. Their appetite for “new” can fool marketers into thinking that they were a hit products.