{"id":14412,"date":"2024-09-27T09:30:37","date_gmt":"2024-09-27T09:30:37","guid":{"rendered":"https:\/\/userpilot.com\/blog\/categories-of-adopters\/"},"modified":"2026-04-07T13:16:26","modified_gmt":"2026-04-07T13:16:26","slug":"categories-of-adopters","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/categories-of-adopters\/","title":{"rendered":"Categories of Adopters & How to Get Them to Adopt Your Product"},"content":{"rendered":"

What are the five types and categories of adopters?<\/strong><\/h2>\n

Adopter categories divide consumers into five segments based on where they are on the\u00a0technology adoption curve<\/a>, i.e., how quickly they adopt innovations:<\/p>\n

    \n
  1. Innovators<\/strong><\/li>\n
  2. Early adopters<\/strong><\/li>\n
  3. The early majority<\/strong><\/li>\n
  4. The late majority<\/strong><\/li>\n
  5. Laggards<\/strong><\/li>\n<\/ol>\n
    \"Categories
    Innovation adoption lifecycle<\/figcaption><\/figure>\n

    What are innovators?<\/strong><\/h3>\n

    Innovators are the first to try new products and they make up about 2.5% of users.<\/p>\n

    Technology and innovation<\/a> play an important role in their lives and they love taking risks and experimenting. That’s why they’re always on the lookout for new products or ideas to try, which makes them ideal participants in early user trials.<\/p>\n

    What are early adopters?<\/strong><\/h3>\n

    Early adopters are a slightly larger category. They amount to about 13.5% of users.<\/p>\n

    In many ways, they are very similar to innovators. They adopt new products<\/a> early and are open to change, but are slightly more cautious. Early adopters also have the financial resources to fuel their geekiness.<\/p>\n

    What is the early majority?<\/strong><\/h3>\n

    The early majority category is one of the two largest categories of adopters. They make up about a third of all users.<\/p>\n

    The early majority are much more pragmatic than the previous two categories. Their main motivation is to find better solutions to their problems so that they can solve them more easily, quickly, or cheaply.<\/p>\n

    What is the late majority?<\/strong><\/h3>\n

    The late majority is another big category of adopters as they constitute about 34% of the user population.<\/p>\n

    They are much more skeptical about innovations and, as a result, need much more time to convert<\/a> and a very good reason.<\/p>\n

    What are laggards?<\/strong><\/h3>\n

    Laggards are the last category on the adoption curve<\/a>. They are not tech-savvy at all. On the contrary, they tend to be very skeptical about novelties, and if they can, they avoid them at all costs, so direct marketing tactics may not be effective in attracting them.<\/p>\n

    At 16% of the consumer population, they are not the largest group but still too big to ignore.<\/p>\n

    How do the five adopter categories impact the product adoption curve?<\/strong><\/h2>\n

    Now that we know what the main categories of adopters are, let’s look at the differences in how they adopt new products.<\/p>\n

    Innovators and product adoption choices<\/strong><\/h3>\n

    Innovators are risk-takers, so they are happy to experiment with products<\/a> that are not tested because it’s fun. They don’t get discouraged by\u00a0bugs, missing features, or patchy UI as long as they have a chance to use the product before everybody else.<\/p>\n

    Failure is fine for innovators. They find a product and just give it a crack. If it works, that’s cool, if not, that’s no problem at all. That’s partly because they don’t invest much into the process. They are unlikely to pay for the product, not a\u00a0premium price\u00a0<\/a>anyway.<\/p>\n

    Innovators are also difficult to retain as they don’t hang around and move from one product to another quickly. Given that’s a very small group, you’re not going to make much money out of them. However, they allow companies to test new features<\/a> and provide early feedback before it reaches a broader audience.<\/p>\n

    Early adopters and product adoption choices<\/strong><\/h3>\n

    Early adopters tend to focus on technological novelties and their performance, just like innovators. If there’s a conversation going on about an idea, a trend, or a new product, they need to be a part of it. And to be able to do that, they are ready to spend their money.<\/p>\n

    However, they don’t take as many risks as innovators. They won’t support a product until they are sure it works. That’s because they are more concerned about their reputation and position as opinion leaders, and won’t put it at risk for just any product.<\/p>\n

    Early majority and product adoption choices<\/strong><\/h3>\n

    Groups like the early majority adopt an innovation only when it serves a specific purpose and delivers\u00a0value<\/a>. Unlike innovators or early adopters, they won’t switch to a product or an idea just because it’s trendy.<\/p>\n

    They need solid evidence that it’s going to\u00a0satisfy their expectations<\/a>\u00a0and needs better than the current tool or gadget. The early majority also wants to avoid disruption to their processes, so they are way more cautious than early adopters.<\/p>\n

    That’s why they do their homework before they embrace a new product. This means reading\u00a0reviews<\/a>, searching out real-life user stories, or\u00a0trialing\u00a0the product. Only then will they be ready to commit and spend their money.<\/p>\n

    The gap between the early majority and the previous two categories of adopters in terms of how readily they adopt new products is huge. Geoffrey A. Moore, an American author, called it the\u00a0chasm.<\/em><\/p>\n

    Crossing the chasm<\/a> is a defining moment for products because they can’t be successful if they don’t manage to win over the early majority.<\/p>\n

    Late majority and product adoption choices<\/strong><\/h3>\n

    The late majority adopters are more risk-averse than any of the previous groups, so they need even more evidence that the product delivers on its\u00a0value proposition<\/a>. That’s why they take much longer to adopt new products than innovators, early adopters, or the early majority.<\/p>\n

    The best way to convince them of new ideas is to highlight how they can benefit them. Avoid generic statements and focus on the advantages for their specific use cases. Use\u00a0live demos<\/a>\u00a0to show how your product can save them money and time.<\/p>\n

    Laggards and product adoption choices<\/strong><\/h3>\n

    If they could, laggards would never choose to adopt new products or ideas. They are just fine with whatever products they are using at the moment, but very often the choices are made for them and they are forced to adapt. For instance, the product they’ve been using may not be available anymore so they have to switch.<\/p>\n

    However, you can still do a lot to tap into this seemingly impregnable section of the market. First, try to win their trust with online reviews and testimonials.<\/p>\n

    Afterward, focus on support.\u00a0Self-service<\/a>\u00a0or pre-recorded tutorials won’t cut it though. Instead, you will need a lot of individual support and patience to convert this category of adopters.<\/p>\n

    Why targeting innovators and early adopters can benefit your product launch?<\/strong><\/h2>\n

    Let’s look into some practical benefits of targeting the first two categories of adopters\u2014innovators and early adopters.<\/p>\n

    Innovators and early adopters will provide relevant feedback<\/strong><\/h3>\n

    These two categories of adopters are great sources of quality\u00a0feedback<\/a>\u00a0that will help you improve your product. First, users from these two categories of adopters tend to be extremely knowledgeable about your product niche. That’s why their insights can be particularly valuable.<\/p>\n

    As we mentioned, they also share a passion for new products, so they will be very keen to invest their time to thoroughly test your product<\/a>.<\/p>\n

    Finally, they want to feel heard and make a difference. This means they’re more likely to become\u00a0beta testers<\/a>\u00a0than other user categories.<\/p>\n

    What’s the best way to ask them for feedback<\/a>?<\/p>\n

    As they’re active users<\/a>, ask them for feedback directly in-app. Use a tool to create in-app surveys and make sure to include open-ended questions to get a deeper understanding of how they feel about the product.<\/p>\n

    \"Customer
    Customer experience survey.<\/figcaption><\/figure>\n

    Users can also trigger NPS on mobile<\/a> to gather valuable user insights and boost satisfaction on the go.<\/span><\/p>\n

    Early adopters can boost the reputation of the brand and product<\/strong><\/h3>\n

    For product marketers, early adopters are important because they tend to be thought leaders and influencers. They work hard to grow their reputation as subject-matter experts and use every opportunity to confirm it.<\/p>\n

    That’s why they are very vocal on social media and willing to\u00a0review\u00a0products. As a result, winning them over can help you generate positive word-of-mouth marketing\u00a0<\/a>that attracts potential customers.<\/p>\n

    Innovators and early adopters have a better average social status<\/strong><\/h3>\n

    Innovators and early adopters are the kind of people we turn to when we need advice on new products and solutions.<\/p>\n

    Because they are so influential in their social circles, gaining the approval of innovators and early adopters acts as a form of market validation<\/a>. Their adoption signals to the larger market that your product is worth trying, making it easier to convert the early majority and other customer segments later on.<\/p>\n

    How to attract and keep innovators and early adopters<\/strong><\/h2>\n

    What are the best ways to attract innovators and early adopters? Let’s check out a few proven methods to get them on board.<\/p>\n

    Launch your product on the right channels<\/strong><\/h3>\n

    To attract innovators and early adopters, your marketing team should choose the right channels.<\/p>\n

    Product Hunt<\/a>\u00a0is one of the places where many of them hang around, which makes it a fantastic place to\u00a0launch your product<\/a>.<\/p>\n

    \"Userpilot
    Userpilot<\/a> Analytics on Product Hunt<\/figcaption><\/figure>\n

    The tech-orientated Product Hunt users are a great source of feedback and reviews. It is also a good platform to recruit beta testers. Apart from Product Hunt, you can find innovators in social media groups and on web forums.<\/p>\n

    Listen to their feedback and close the loop<\/strong><\/h3>\n

    User surveys<\/a> and interviews are great ways to pick their brains. Listening to their feedback and acting on it is the best way to keep early adopters engaged. By\u00a0closing the feedback loop<\/a>, you show them that their opinions matter and make them feel relevant.<\/p>\n

     <\/p>\n

    \"Asking
    User interview modal.<\/figcaption><\/figure>\n

    Help them to experience value fast and frictionless<\/strong><\/h3>\n

    To\u00a0hook\u00a0innovators and early adopters, you need to make them experience the\u00a0Aha moment<\/a>\u00a0as quickly as you can. If your product is too complex to use, they won’t bother.<\/p>\n

    The catch is that the user experience in your\u00a0MVP\u00a0<\/a>won’t be as frictionless as you would like it to be.<\/p>\n

    To overcome it, provide quality support and\u00a0in-app guidance<\/a>. Interactive walkthroughs consisting of\u00a0tooltips\u00a0<\/a>and driven actions can remove the friction and\u00a0flatten the learning curve.<\/p>\n

    \"Attention
    Attention Insight interactive walkthrough.<\/figcaption><\/figure>\n

    The two categories of adopters often prefer to access help in-app instead of contacting\u00a0customer support<\/a>, so on-demand access to support and guides is a must. A solid\u00a0self-service resource center<\/a>\u00a0will cover that need.<\/p>\n

    \"Resource
    Resource center editor.<\/figcaption><\/figure>\n

    Let them be the first to know<\/strong><\/h3>\n

    To make your early adopters feel special, make sure to keep them up to date with all the changes and encourage action.<\/p>\n

    \"Notification
    Notification banner.<\/figcaption><\/figure>\n

    Conclusion<\/strong><\/h2>\n

    Understanding the differences between different categories of adopters can help product managers plan their\u00a0product launches\u00a0and\u00a0drive adoption\u00a0once the product is available.<\/p>\n

    Would you like to know how Userpilot<\/a> can help you engage different adopter categories?\u00a0Book the demo<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Can understanding the differences between the categories of adopters help product managers launch a product and improve adoption? Keep reading to find out!<\/p>\n","protected":false},"author":51,"featured_media":244141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[863,941,332,1035,566,217,64,492,216,215,567],"class_list":["post-14412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-adoption-tool","tag-collect-feedback","tag-customer-engagement","tag-customer-loyalty","tag-improve-user-adoption","tag-in-app-guidance","tag-product-adoption","tag-product-adoption-curve","tag-product-management","tag-product-manager","tag-saas-user-adoption"],"acf":[],"yoast_head":"\nCategories of Adopters & How to Get Them to Adopt Your Product<\/title>\n<meta name=\"description\" content=\"Can understanding the differences between the categories of adopters help product managers launch a product and improve adoption? 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