A-Z Popular Blog Top Search »
Product Marketing
Related Guides
Related Topics

What is an Adoption Lifecycle?

 , updated on
The adoption lifecycle is a model that describes the adoption of a new product or technology by customers. It is typically viewed as a bell curve with several phases of adoption:

1. Loyal Customers & Innovators

The first phase of adoption is typically the fans of a firm's products and their loyal customers. For technology, this early phase of adoption is often referred to as "innovators", although its hard to understand how buying a new technology constitutes innovation. A more appropriate term might be enthusiasts. A company with a strong market position typically charges high prices at this point to quickly recoup investments in research and development, a strategy known as price skimming.

2. Early Adopters

Early adopters are customers who may be influenced by the first customers of a new product. If a product is truly innovative in the sense that it represents a leap forward in some way, word tends to spread. A product that isn't particularly innovative may achieve early adopters with marketing efforts.

3. Early Majority & Late Majority

The majority of customers come with momentum of recognition and awareness. In other words, once a new product or technology is widely recognized and understood, it may achieve significantly higher sales. At this point, economies of scale and competition has typically made the price cheaper, adding further momentum to sales.

4. Laggards

Laggards are customers who are the last to adopt a product. This can happen for a variety of reasons. In many cases, customers aren't interested in innovation and would prefer things to stay the same. In other cases, customers arrive late simply because they don't have as much need for a particular type of product. For example, a customer who seldom watches television may not have a pressing need for the latest model.

Product Marketing

This is the complete list of articles we have written about product marketing.
Customer Experience
Market Fit
Market Research
Niche Products
Product Benefits
Product Category
Product Culture
Product Depth
Product Development
Product Extension
Product Line
Product Management
Product Market
Product Metrics
Product Planning
Product SWOT
Product Variety
More ...
If you enjoyed this page, please consider bookmarking Simplicable.

Product Strategy

A checklist for developing a product strategy.

Pricing Strategy

An overview of common pricing strategies.

Product Value

A definition of product value with examples.


The common types of premiumisation.

Product Demand

The basic types of product demand.

Marketing Myopia

A definition of marketing myopia with examples.

Product Extension

The definition of product extension with examples.

Product Market

An overview of product markets with examples.

Product Culture

An overview of product culture with examples.

Product Marketing

A guide to product marketing.

Product Features Examples

A list of common product features.

Product Planning

An overview of product planning with examples.

Go-To-Market Strategy

An overview of go-to-market strategy with examples.

Product Metrics

A list of common product metrics.


A list of key marketing strategies.

Branding Guide

An overview of 20+ common branding techniques.

Marketing Metrics

A list of common ways to measure marketing results.

Product Positioning

A definition of product positioning with examples.

Brand Storytelling

Common types of brand storytelling.


The common types of cross-selling.

Marketing Campaign

The common types of marketing campaign.

Marketing Automation

The common types of marketing automation.

Target Marketing

The common types of target marketing.
The most popular articles on Simplicable in the past day.

New Articles

Recent posts or updates on Simplicable.
Site Map