BROWSE

Early Majority

What is 'Early Majority'

The first sizable segment of a population to adopt an innovative technology. The early majority tends to be roughly 34% of the population, and will adopt a new product after seeing it used successfully by either "innovators" and "early adopters" that they know personally. People in this segment are less affluent and less educated than innovators and early adopters, but are willing to take a chance with a new product.

Explaining 'Early Majority'

Populations in innovation adoption are broken into five primary segments: innovators (the first to adopt an innovation), early adopters, early majority, late majority and laggards. Companies use the diffusion of innovation theory to evaluate how long it will take a new product to be adopted by at least 50% of the population. "Innovators" and "early adopters" tend to try a new product out relatively quickly, but it may take a while for the early majority to feel comfortable enough with the technology to make a purchase.


Further Reading


Internet banking adoption among mature customers: early majority or laggards?
www.emerald.com [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …

Deficit Finance during the Early Majority of Henry VI of England, 1436-1444. The" Crisis" of the Medieval English" Tax State"Deficit Finance during the Early Majority of Henry VI of England, 1436-1444. The" Crisis" of the Medieval English" Tax State"
search.proquest.com [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …

Towards a new early warning system of financial crisesTowards a new early warning system of financial crises
www.sciencedirect.com [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …

Innovation vs. Normalization: Politicians' Twitter use at the early majority stage of its diffusion in the Korean assemblyInnovation vs. Normalization: Politicians' Twitter use at the early majority stage of its diffusion in the Korean assembly
www.tandfonline.com [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …

Populism and the Principle of MajorityPopulism and the Principle of Majority
www.oxfordhandbooks.com [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …

Financial Management Practices In Small And Medium Enterprises in Selected Districts In Western Uganda.Financial Management Practices In Small And Medium Enterprises in Selected Districts In Western Uganda.
dspace.fudutsinma.edu.ng [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …

Leaving university early: Exploring the differences between continuing and non‐continuing studentsLeaving university early: Exploring the differences between continuing and non‐continuing students
www.tandfonline.com [PDF]
… Tapio Pento (Professor of Marketing, University of Jyväskylä, School of Business and Economics Marketing, Jyväskylä … customers in the financial services sector belong to the late adopters or majority on the innovation diffusion curve rather than to the early adopters (see …



Q&A About Early Majority


What is the first segment of a population to adopt an innovative technology?

The early majority.

Who are the early majority?

The early majority is roughly 34% of a population, who will adopt a new product after seeing it used successfully by either innovators or early adopters that they know personally. People in this segment tend to be less affluent and less educated than innovators or early adopters, but are willing to take a chance with a new product.

Who are the innovators and early adopters?

Innovators and early adopters are the first to adopt an innovation.

When does adoption begin for innovations?

Adoption begins when innovators and/or early adopters try out a new product relatively quickly, but may take some time for late majorities or laggards to feel comfortable enough with the technology to make purchases.

How do companies use diffusion of innovation theory?

Companies use diffusion of innovation theory to evaluate how long it will take for 5% of the population (early majority) to feel comfortable enough with the technology to make a purchase.