Laggards are individuals or entities that are the last to adopt a new innovation or technology. They often do so only when it’s absolutely necessary, such as when older technologies or methods are phased out. This term is a fundamental concept in the Diffusion of Innovations theory developed by Everett Rogers.
Characteristics of Laggards
Laggards exhibit specific traits that differentiate them from early adopters and early majority groups. They typically:
- Prefer traditional ways and are skeptical of new innovations.
- Have lower financial liquidity, making new technologies less accessible.
- Possess limited social networks that tend to exclude innovators and early adopters.
- Are typically older or more socially conservative.
- Often require more validation from other adopters before feeling comfortable to adopt new technology.
Diffusion of Innovations Theory
The diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. According to Rogers, the adoption process involves five categories:
- Innovators: The first to adopt an innovation.
- Early Adopters: Leaders in social settings who adopt innovations early.
- Early Majority: Deliberate before adopting, but accept innovations sooner than the average.
- Late Majority: Skeptical and adopt only after the majority have tried it.
- Laggards: Last to adopt and often do so when the innovation is widely used or deemed necessary.
Factors Affecting Laggards’ Adoption
Economic Factors
Lower financial stability may prevent laggards from investing in new technologies until the cost decreases or they face obsolescence in their current methods.
Social Influence
Laggards are typically influenced by their conservative social network which resists change. A critical number of peer experiences or endorsements is needed to influence their decision positively.
Necessity vs. Luxury
Laggards adopt innovations out of necessity rather than desire or prestige. For example, they might start using online banking when physical branches are closed or charge fees for in-person services.
Examples of Laggards
Historical Context
In the agricultural sector, for instance, this group may include farmers who were last to adopt mechanized farming equipment. In the technology domain, it might be those who resisted adopting smartphones until landlines became less viable.
Modern-Day Examples
Modern-day examples of laggards could include businesses that resist adopting cloud computing solutions until their legacy systems are no longer supported or become too cumbersome to maintain.
Frequently Asked Questions (FAQs)
What drives laggards to finally adopt new innovations?
Primarily, necessity and obsolescence of old systems. They are driven more by external pressures than by internal motivation or a desire for social prestige.
Are laggards considered completely resistant to change?
Not completely. They adopt changes out of necessity, often after witnessing the advantages through the experience of others and when retaining old ways becomes untenable.
How can innovators encourage laggards to adopt new technologies?
Strategies include highlighting the cost of not adopting, offering extensive support during the transition period, and providing clear and relatable success stories from similar entities or individuals.
References
- Rogers, E. M. (2003). Diffusion of Innovations. Free Press.
- Mahajan, V., & Peterson, R. A. (1985). Models for Innovation Diffusion. SAGE Publications.
- Moore, G. A. (1991). Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers. Harper Business.
Summary
Laggards play a crucial role in the diffusion of innovations by acting as a contrast to early adopters, showing the full range of consumer behavior toward new technologies. While they are often slower to adopt, understanding their motivations and barriers helps innovators develop more effective strategies to reach full market penetration. Their eventual adoption ensures that innovations become deeply embedded in society, rounding out the diffusion process.
