Laggards are the last group of consumers to adopt a new product, service, or technology, according to the Diffusion of Innovations Theory (popularised by Everett Rogers). They resist change, prefer traditional methods, and only adopt innovations when they become unavoidable or mainstream.
Key Traits of Laggards:
- Skeptical & Resistant – Dislike change and distrust new trends.
- Price & Risk-Averse – Wait until prices drop or the product is proven.
- Traditional Mindset – Rely on word-of-mouth from peers (often other laggards).
- Last to Adopt – Enter the market only when innovation is a “norm” (e.g., finally buying a smartphone years after launch).
Marketing Implications:
- Low Priority for Early Campaigns – Laggards aren’t targeted in initial product launches.
- Focus on Simplicity & Necessity – Messaging should emphasise reliability, affordability, and ease of use.
- Late-Stage Strategies – Discounts, bundling, or peer testimonials may sway them.
Example:
Laggards were the last group to switch from feature phones to smartphones, often doing so only when 2G networks were phased out.
Unlike innovators or early adopters, laggards require minimal marketing effort, but they can provide steady, long-tail revenue.