我为啥要买最新的iPhone7：新托福写作万能素材

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　　新托福写作万能素材：我为啥要买最新的iPhone7

　　Why People Adopt Or Wait For New Technology

　　On the Quora, Alexia Tsotsis asked an interesting question: What are the key differences between “Normals” (normal mainstream users) and tech early adopters?Here’s the answer I posted:

　　(I’ve been thinking about this question for a while now. Something was bothering me and I think I’ve figure it out.

　　Instead of thinking about ‘early adopters’ and ‘normals’ as if they are two homogeneous groups, I think it’s better to look at the motivations that triggersomeone to buy into a new technology or solution at various points in the release timeline. Here’s some of our research findings, as we try to understand when people take to new stuff:)

　　People Who Are First

　　In our research, we’ve found three main reasons that someone adopts a product or service early on.

　　获得社会地位：

　　Being First to Gain Social Status

　　Many of the answers describing early adopters are talking about a select group of people who are the first to acquire new technologies and solutions — those with the motivation to be amongst the first. In our research, there are common themes of drivers for this motivation.

　　These individuals tend to drive their social status by knowing the latest-and-greatest in what’s happening in the tech space. The people we’ve interviewed tell us they enjoy the thrill of having something before others, of knowing details about what’s happening, and of partaking in the ‘insider’ community of the tech world.

　　职业的需要，测评：

　　For these individuals, it’s a passionate avocation, sometimes professional, to collect and promote their newest items. They don’t need the products for what they do, they just want them to be at the leading edge of use. You can think of it like movie reviewers — they go to practically every movie, to serve as an informed authority for others in their influence circles on how good it is and what the salient features are.

　　These folks aren’t very loyal customers. In our research, they infrequently use something once another item comes out to replace it. (Plus, if they develop enough of a reputation, they are often given the first version, so they don’t even provide the initial revenue.) They are, in effect, an extension of the marketing machine for the product.

　　Being First as Product Research

　　There’s another group we found in our research: those folks who want to be first because they need to keep up for professional reasons. They are almost always in the tech community (or in fringe communities, like financial analysts that study the tech world). They buy the new to understand the core of the innovations that are happening.

　　Their interest isn’t in use, but in reverse engineering, on some level. They want to see what makes it tick and how to exploit any good ideas for other projects they may have.

　　These aren’t very loyal customers either. They don’t really care about the product or the company that made it, beyond what salient innovations they can take away.

　　满足急需的需求：

　　Being First to Solve An Active Need

　　Unlike the other two categories above, this group jumps at a new product or service because it promises to solve a need they find very pressing. For these folks, they’re currently feeling pain and the new product or service is a solution.

　　各种例证：

　　Recently, we’ve seen this with the Toyota Prius (need: be more environmentally friendly and reduce gas consumption), Apple iPod (need: have more music available), Apple iPhone (need: a better mobile experience), TiVo (need: time-shifted television watching), Dropbox (need: share files across devices and with colleagues), and Cirque du Soleil (need: a grown-up circus).

　　(What’s interesting is the folks who buy into these products early on don’t typically buy into just any products early. They have a real need and are willing to take the risks of the early product to resolve it.

　　This group isn’t responsive to brands per se, though a successful outcome willstrengthen brand engagement. They don’t automatically buy other products from the same brand. (For example, most strongly-pleased iPhone customers didn’t purchase Apple TV, even though it’s a sister product.)

　　In some cases, the active need is because their existing solution is slowly killing them through what we call the “death of a thousand cuts.” They are feeling increasing pain with their existing solution and are looking for any compelling reason to move away.

　　Of the three groups I’ve mentioned so far, this is the only one who actually uses the product for more than experimentation. Unlike the other groups, the folks in this group’s successes and pain points are similar to what you’ll see with later groups. These are the folks to design for.)