Adoption Curves aid in segmenting and customizing your messages to a group of users based on their affinity for your Product and Category.

INNOVATORS AND INDUSTRY PROFESSIONAL

The first segment to adopt a new concept and/or technology. This segment consists of a small percentage of the population, approximately 2.5% of consumers, and are highly likely to consist of people who classify themselves as “risk takers”, product managers, founders, and others, who have also built product.

INFLUENCER

An individual who has the power to affect the purchase decisions and thinking of others because of his/her authority, knowledge, position or relationship with his/her (large) audience. This individual has a following in a particular niche, with which they actively engage; the size of the following depends on the size of the niche.

EARLY ADOPTER

An enthusiastic segment that is highly likely to adopt a new technology, they are less price sensitive, more willing to stand in line, test product, and may also exhibit a high degree of leadership and possibly influencing power. This segment consists of approximately 13.5%.

EARLY MAJORITY

This segment is likely to adopt a relatively new technology after it has achieved a level of “buzz” and has been vetted by experts and/or influencers. This segment is approximately 34% of consumers, and members may have above-average social status, and accept change more quickly than the average.

LATE ADOPTER

The individuals in this segment take more time and convincing to adopt a new technology, and typically only do so due to peer pressure. They aren't excited about the product, and usually will need a blend of discounts, education, and proof of concept from the groups that came before them. They may be sceptical of innovation and new technology. This segment is approximately 34 of consumers%.

LAGGARD

This segment is typically fixated on past methods or technology for their daily usage and are reluctant to change. They don't care for the technology, and don't want to buy, they have to. Usually need high incentives to adopt the product. It makes up approximately 16% of consumers.

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