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This chapter is from the book

Marketing to the Mass

Consider this: To have mass marketing, you need to have mass, defined as penetration of at least 50% of the market. When we view the penetration of technology—which can allow for the distribution of our product as well as our messages—we can start to understand just how important keeping an eye on innovation has become.

  • Telephones took 35 years to reach 50% of homes.
  • Radio took 20 years.
  • Television dropped the span to 15 years.
  • VCRs ambled in over 8 years.
  • Cell phones, 5 years.
  • iPods went mass in 2 years.

And from that point on—smartphones, iPads, tablets—the ongoing flood seems never-ending, almost a yearly phenomenon.

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