Laggards are the final group in Everett M. Rogers’ diffusion model of innovations. They adopt new products, technologies or services significantly later than all other user groups.
This group is characterised by the fact that it only adopts innovations once they have become widespread and established as the norm.
Typical characteristics of laggards are:
- strong scepticism towards innovation
- low risk appetite
- A focus on traditional solutions
- restricted access to information or technology
- the great importance of habits and established structures
In the diffusion model, laggards typically account for around 16 % of the total population.
The five stages of innovation diffusion are:
- Innovators
- Early adopters
- Early Majority
- Late Majority
- Laggards
Laggards are of particular significance to businesses:
- They are crucial to achieving full market penetration
- They show when a product has become the standard
- They may represent stable but slow-to-materialise revenue potential
However, laggards are often difficult to reach when it comes to marketing and growth strategies, as they are slow to be won over by new solutions and often only react once alternatives are barely available or no longer make economic sense.
For start-ups, the focus is usually initially on innovators, early adopters and the early majority, as these groups respond more quickly to new products and provide feedback to help with further development.
innoWerft helps founders to understand their target audiences during the innovation process, develop go-to-market strategies in line with the adoption curve, and systematically build sustainable market growth.