What the Consumer Adoption Curve Tells Us About Where Pandora is Heading

Music Industry Blog

meltdown1The following post is an excerpt from my forthcoming book: Meltdown (which you can read more about here).  You can also read another excerpt from the book here.

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With any new technology there is a long flash-to-bang, a gap between its arrival and its transformative impact on consumer behaviour. For all that technologists may recognize the immediate paradigm-shifting potential of a new technology, consumers typically take years to understand and employ the benefits of it. This is because consumers adopt technology in phases, with distinct consumer groups adopting at different stages:

  • Early Adopters: These first consumers are the most adventurous and technology savvy. Early Adopters are typically younger though not necessarily young, often male, and always wanting to be at the forefront of technology.  These consumers will willingly tolerate bugs and glitches as part of the price to pay for being ahead of the…

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