Adopter Categories in Product Management

Understanding adopter categories is crucial for product managers as it helps in tailoring marketing strategies and product development to meet the needs of different user segments. The categories typically include Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.


Using Spotify as an example, the company initially targeted Innovators and Early Adopters by offering unique features like collaborative playlists and music discovery tools. As the service grew, Spotify expanded its focus to the Early and Late Majority by simplifying the user interface and introducing family plans to appeal to a broader audience.