Editor’s note: This is an excerpt by Claire Rowland from our upcoming book Designing Connected Products. This excerpt is included in our curated collection of chapters from the O’Reilly Design library. Download a free copy of the Designing for the Internet of Things ebook here.
In 1962, the sociologist Everett Rogers introduced the idea of the technology lifecycle adoption curve, based on studies in agriculture. Rogers proposed that technologies are adopted in successive phases by different audience groups, based on a bell curve. This theory has gained wide traction in the technology industry. Successive thinkers have built upon it, such as the organizational consultant Geoffrey Moore in his book Crossing the Chasm.
In Rogers’ model, the early market for a product is composed of innovators (or technology enthusiasts) and early adopters. These people are inherently interested in the technology and willing to invest a lot of effort in getting the product to work for them. Innovators, especially, might be willing to accept a product with flaws as long as it represents a significant or interesting new idea.
The next two groups — the early and late majority — represent the mainstream market. Early majority users might take a chance on a new product if they have seen it used successfully by others whom they know personally. Late majority users are skeptical and will adopt a product only after seeing that the majority of other people are already doing so. Both groups are primarily interested in what the product can do for them, unwilling to invest significant time or effort in getting it to work, and intolerant of flaws. Different individuals can be in different groups for different types of product. A consumer could be an early adopter of video game consoles, but a late majority customer for microwave ovens.Technology, Geoffrey Moore