Traditional users who resist change and adopt new products only when it becomes absolutely unavoidable. Laggards prefer familiar solutions and often question the need for innovation. They usually switch only when the old way no longer works or is no longer supported.
Laggards don’t typically factor into early traction metrics. However, reaching them can signal full market penetration. If even Laggards are converting, it’s often a sign the startup has become a must-have in its category.
Should startups focus on Laggards early on?
No. They’re hard to convert and not your first growth audience. Focus on Innovators and Early Adopters first.
Why do Laggards resist change?
They’re risk-averse, value routine, and often lack urgency unless forced to switch by external circumstances.
Can Laggards become loyal users?
Sometimes—if your product becomes essential and you offer strong customer support to ease the transition.
When do Laggards typically adopt a product?
When their current solution fails, is discontinued, or when industry norms demand the switch.
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