How Long Does it Take to Gain 50 Million Users
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| Adam Grant |
Adam Grant, the author of Give and Take, Originals and Option B is a Wharton professor and writer for the New York Times. He recently posted an illustration of the consumer acceptance for various products in the past century (included below).
What becomes obvious as you address your mind to this illustration, is what made this acceleration occur was the availability of infrastructure and technology.
Once the infrastructure that supported each of these products became commoditized and large numbers of users had access, consumer acceptance rose.
Historically, marketers would drive a product hard to establish a 10% market penetration. These strategies were often very expensive and involved discounting or sampling tactics that moved product out to the 'early adopters' who would influence the rest of the market. Once the product developed a demand momentum of its own, marketing activities and tactics would change to support this developing momentum.
In 2000, Malcolm Gladwell wrote a book called, 'The Tipping Point, How little things can make a big difference'. He observed a new phenomenon acting on the consumer. In this book, Gladwell showed how a tipping point develops and examined how this moment eventually drives success. The book was written in the early pre-app days of the internet when peer-to-peer (P2P) influence was by email or text for the most part.
Now that technology has allowed infrastructure to be commoditized and consumers live in an environment where nearly everyone has the ability to access everything with their digital devices, acceleration has once again increased. Clearly, everyone in the ecosystem needs to examine how this environment must needs change their approach to the consumer.
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