Serendipity35

I don't think I am a laggard. Not in the usual sense of being one who is behind the rest of the group. When it comes to technology, I actually consider myself ahead of the group. In fact, it's been part of my job for many years to keep ahead on technology particularly as it is used in education.

But, I was reading a piece by a writer I like, Clive Thompson, and as usual, it got me reconsidering. He wrote in the June issue of WIRED about tech laggards and I fit the bill.

When it comes to new applications, new ways of using technology, websites, services and software, I am at the front of the line. But when it comes to the big purchases - hardware - I am in less of a rush to be that early adopter. You might guess it's a matter of money, and that might be true with personal technology. But I am hesitant to buy even when the money isn't mine personally but institutional funds.

The iPad is a good example. I had the chance to get one "free" in exchanges for "services rendered" rather than a lesser payment. I wasn't sure I needed or wanted one. Eventually, I did take it. I'm still not sure I need or want it.

One of the things Thompson questions is the standard wisdom that new tech hardware success depends on grabbing the "early adopters."  Those are the people who stand on line overnight at the Apple store to but the next big thing sight unseen. They are about 13% of the market but they get a lot of attention from companies.  Why? You want them on board and talking (positively) and blogging to friends (in the Net sense) and getting that all important word of mouth going.

We laggards, on the other end, are about 16% of the population. We might wait years to adopt new technology. I still haven't bought a smartphone.

Thompson references some marketing research that shows that laggards might be a very important high tech demographic. The example he uses is a laggard who bought the Walkman and loved it, but doesn't upgrade when the Discman that uses CDs or a mini-disc. But 15 years after his Walkman purchase, Mr. Laggard replaces his tired cassette technology for the hot, new mp3 player (iPod or otherwise). This is called the "leapfrog effect." He becomes an early adopter of the mp3 player.

Even outside hardware, I think of all the people and businesses who kept Windows XP and did not upgrade to Vista. I bet a lot of them leapfrogged early on to Windows 7.

I agree with Thompson that marketers should actually target laggards and try to figure out what features or new product will make them take a leap.

I never bought an iPhone or iPod Touch, yet I went with an iPad that has many of the same features. Screen size was one big factor.  I suspect some other iPad purchasers might be people (I have read that this is true with older consumers) who never bought a laptop or even a home computer. Their fear of updates, viruses, device drivers and other techno-babble was allayed by a simple appliance that allowed them to surf the Net, get social  and read email easily.

Are you an early adopter or laggard?