Horace Dediu of Asymco analyses the unprecedented growth and market penetration of the smartphone in the USA. He concludes that we are now in the Late Majority phase where buyers seek pragmatic productivity. Next come the laggards.
As Geoffrey Moore explained, the marketing of technology products needs to be varied as we get into different phases of the market. Innovators (first 2.5%) need to be sold on the premise of novelty itself. Early adopters (next 13.5%) seek status and exclusivity. Early majority (34%) seek acceptance and Late Majority (34%) seek pragmatic productivity. Laggards (last 16%) seek safety.