Product Adoption Curve



The product adoption curve is a tool used by marketers to segment customers based on their willingness to try new products. There are five distinct groups within the product adoption curve: innovators, early adopters, early majority, late majority and laggards.

  • Innovators are the first to try new products and are willing to take on the risk of buying something that may not be a success. They only represent 2.5% of all consumers.
  • Early adopters are the second wave of consumers to try new products. They are even more risk-averse than innovators and will only buy a new product if it has been proven to be successful. They represent 13.5% of all consumers.
  • The early majority are the third wave of consumers to try new products. They are even more risk-averse than early adopters and will only buy a new product if it has been widely accepted by other consumers. They represent 34% of all consumers.
  • The late majority are the fourth group to adopt new products. They are even more cautious than the early majority and often wait for products to go on sale before making a purchase. They also represent 34% of all consumers.
  • Laggards are the last group to adopt new products. They are usually resistant to change and are skeptical of new products. They represent 16% of all consumers.

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