11Customer terrain
ADOPTION 1
Innovator
ADOPTION 2
Early adopter
ADOPTION 3
Early majority
ADOPTION 4
Late majority
DEMANDDemand
Friend-Life Followerimputed Δ 29
Close-Circle Keeper-Upper
Δ 32
INNOVATOR837
App-Curious Early Joiner
Friend-Life Follower ▸ Close-Circle Keeper-Upper
All Cohort Requirements80
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Send email confirmation links10
•Log in with username and passwords8
•Sign up with email and passwords10
•Upload photo from librarys8
•Enter name and bios5
•Choose public or privates10
•Show popular accounts lists10
•Search by usernames10
+70 more
EARLY ADOPTER6637
Contact-Synced Circle Builder
Friend-Life Follower ▸ Close-Circle Keeper-Upper
All Cohort Requirements250
Account setup and onboarding
•Register with email and passwords8
•Add phone number sign-ups22
•Type a unique handles8
•Live availability checks20
•Log in with username and passwords8
•Recover a forgotten passwords20
•Verify email or phones10
•Recover a lost passwords25
•Upload photo from librarys8
•Snap or pick, then adjusts22
+240 more
EARLY MAJORITY8128
Never-Miss-A-Post Follower
Friend-Life Follower ▸ Close-Circle Keeper-Upper
All Cohort Requirements264
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Send email confirmation links10
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Choose public or privates10
•Approve follow requestss25
•Control profile visibility detailss45
•Upload a photo from your librarys8
+254 more
LATE MAJORITY16698
Notification-Driven Habitual Checker
Friend-Life Follower ▸ Close-Circle Keeper-Upper
All Cohort Requirements282
Account setup and onboarding
•Secure every account fullys72
•Guard and reserve handless62
•Verify silently and flag risks80
•Log in with username and passwords8
•Sign in with phone or social accountss42
•Biometric and multi-device sign-ins70
•Smart, secure sign-ups70
•Add two-factor logins45
•Manage account security centers70
•Approve follow requestss25
+272 more
Broad Social Browser
Δ 27
INNOVATOR3148
Feed-Curious Novelty Seekers
Friend-Life Follower ▸ Broad Social Browser
All Cohort Requirements179
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Sign up with email and passwords10
•Verify email or phones10
•Upload photo from librarys8
•Enter name and bios5
•Choose public or privates10
•Show popular accounts lists10
•Suggest by interest categoriess30
+169 more
EARLY ADOPTER8683
Variety-Hungry Regulars
Friend-Life Follower ▸ Broad Social Browser
All Cohort Requirements342
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Live availability checks20
•Log in with username and passwords8
•Recover a forgotten passwords20
•Enter email and passwords8
•Upload photo from librarys8
•Snap or pick, then adjusts22
•Choose public or privates10
•Approve follow requestss25
+332 more
EARLY MAJORITY8626
Mainstream Feed Scrollers
Friend-Life Follower ▸ Broad Social Browser
All Cohort Requirements273
Account setup and onboarding
•Register with email and passwords8
•Add phone number sign-ups22
•Type a unique handles8
•Live availability checks20
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Upload photo from librarys8
•Beautify the profile photos40
•Choose public or privates10
+263 more
LATE MAJORITY16376
Wait-For-Everyone Browsers
Friend-Life Follower ▸ Broad Social Browser
All Cohort Requirements481
Account setup and onboarding
•Register with email and passwords8
•Add phone number sign-ups22
•Type a unique handles8
•Live availability checks20
•Send email confirmation links10
•Verify by SMS codes30
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Sign up with email and passwords10
+471 more
Selective Reconnector
Δ 29
INNOVATOR912
Eager Old-Friend Seeker
Friend-Life Follower ▸ Selective Reconnector
All Cohort Requirements83
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Sign up with email and passwords10
•Verify email or phones10
•Upload photo from librarys8
•Enter name and bios5
•Choose public or privates10
•Type a names5
•Choose public or private accounts15
+73 more
EARLY ADOPTER11032
Contact-Import Returner
Friend-Life Follower ▸ Selective Reconnector
All Cohort Requirements358
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Live availability checks20
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Snap or pick, then adjusts22
•Beautify the profile photos40
•Guide with hints and limitss15
•Choose public or privates10
+348 more
EARLY MAJORITY10481
Proven-Match Reconnector
Friend-Life Follower ▸ Selective Reconnector
All Cohort Requirements330
Account setup and onboarding
•Register with email and passwords8
•Add phone number sign-ups22
•Type a unique handles8
•Live availability checks20
•Send email confirmation links10
•Verify by SMS codes30
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Sign up with email and passwords10
+320 more
LATE MAJORITY20040
Effortless Auto-Reconnect User
Friend-Life Follower ▸ Selective Reconnector
All Cohort Requirements474
Account setup and onboarding
•Register with email and passwords8
•Add phone number sign-ups22
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Biometric and multi-device sign-ins70
•Verify email or phones10
•Recover a lost passwords25
•Add two-factor logins45
•Upload photo from librarys8
+464 more
Casual Time-Filler Browserimputed Δ 31
Quick Catch-Up Scroller
Δ 29
INNOVATOR745
Novelty-Seeking Feed Skimmers
Casual Time-Filler Browser ▸ Quick Catch-Up Scroller
All Cohort Requirements41
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Exact username lookups10
•Show popular accounts lists10
•Search by usernames10
•Search and follow by names10
•Search and follow by usernames8
•Open straight to cameras15
•Tap one filters8
+31 more
EARLY ADOPTER6250
Habitual Quick Checkers
Casual Time-Filler Browser ▸ Quick Catch-Up Scroller
All Cohort Requirements226
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Send email confirmation links10
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Upload photo from librarys8
•Snap or pick, then adjusts22
•Choose public or privates10
•Approve follow requestss25
+216 more
EARLY MAJORITY6759
Time-Pressed Catch-Up Scrollers
Casual Time-Filler Browser ▸ Quick Catch-Up Scroller
All Cohort Requirements212
Account setup and onboarding
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Choose public or privates10
•Approve follow requestss25
•Control profile visibility detailss45
Effortless capture
•Launch into the cameras15
•Instant-ready cameras35
•One-tap shutters10
•Auto light and color corrections30
+202 more
LATE MAJORITY5623
Efficiency-Demanding Glancers
Casual Time-Filler Browser ▸ Quick Catch-Up Scroller
All Cohort Requirements145
Effortless capture
•Launch into the cameras15
•Instant-ready cameras35
•Camera with quick recalls55
•Auto light and color corrections30
•Scene-aware corrections58
Casual sharing and posting
•Post to your followers feeds15
•Add caption and tag friendss30
•Choose your audience per posts50
•Smart audience suggestionss75
•Post to chosen followerss15
+135 more
Leisurely Evening Browser
Δ 34
INNOVATOR5557
Nightly Wind-Down Scrollers
Casual Time-Filler Browser ▸ Leisurely Evening Browser
All Cohort Requirements153
Account setup and onboarding
•Choose public or privates10
•Approve follow requestss25
•Control profile visibility detailss45
Effortless capture
•Launch into the cameras15
•Instant-ready cameras35
•Auto light and color corrections30
•Steady-shot assists55
•Open straight to the cameras10
•Grant permissions in one flows25
Casual sharing and posting
•Choose a Close Friends audiences45
+143 more
EARLY ADOPTER8710
Resume-Where-I-Left-Off Browsers
Casual Time-Filler Browser ▸ Leisurely Evening Browser
All Cohort Requirements330
Account setup and onboarding
•Register with email and passwords8
•Send email confirmation links10
•Log in with username and passwords8
•Recover a forgotten passwords20
•Enter email and passwords8
•Upload photo from librarys8
•Enter name and bios5
•Choose public or privates10
•Approve follow requestss25
•Type a names5
+320 more
EARLY MAJORITY5501
Habit-Forming Evening Lingerers
Casual Time-Filler Browser ▸ Leisurely Evening Browser
All Cohort Requirements160
Account setup and onboarding
•Choose public or privates10
•Approve follow requestss25
•Search by usernames10
•Sync your contactss30
•Search and follow by names10
•Suggested accounts to follows30
Effortless capture
•Auto light and color corrections30
•Auto flash and brightenings15
•Low-light auto exposures40
•Tap-to-expose on the faces8
+150 more
LATE MAJORITY9390
Curated Slow-Feed Loyalists
Casual Time-Filler Browser ▸ Leisurely Evening Browser
All Cohort Requirements233
Account setup and onboarding
•Choose public or privates10
•Approve follow requestss25
•Control profile visibility detailss45
Casual sharing and posting
•Show your audience labels8
•Preview your follower lists22
•Choose a Close Friends audiences45
•Fine-tune per-post visibilitys68
•Post to your followers feeds15
•Add caption and tag friendss30
•Choose your audience per posts50
+223 more
Habitual Idle-Moment Opener
Δ 30
INNOVATOR1569
Novelty-Chasing Peekers
Casual Time-Filler Browser ▸ Habitual Idle-Moment Opener
All Cohort Requirements98
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Sign up with email and passwords10
•Upload photo from librarys8
•Choose public or privates10
•Type a names5
•Show popular accounts lists10
•Search by usernames10
•Open straight to cameras15
+88 more
EARLY ADOPTER4619
Notification-Nudged Returners
Casual Time-Filler Browser ▸ Habitual Idle-Moment Opener
All Cohort Requirements158
Account setup and onboarding
•Choose public or privates10
•Approve follow requestss25
•Exact username lookups10
•Partial name and handle matchings25
Casual sharing and posting
•Post to your followerss15
•Set your account privates30
•Show follower counts8
•List who follows yous22
Image-first feed and discovery
•Reverse-chronological feeds15
•New-since-last-visit markers30
+148 more
EARLY MAJORITY4851
Caught-Up Habitual Scrollers
Casual Time-Filler Browser ▸ Habitual Idle-Moment Opener
All Cohort Requirements134
Effortless capture
•Launch into the cameras15
•Auto light and color corrections30
In-app beautification and editing
•Show a fixed filter rows15
•Tap a preset filters15
Casual sharing and posting
•Show your audience labels8
•Post to your followerss15
•Set your account privates30
•Post to your followers feeds15
Image-first feed and discovery
•Reverse-chronological feeds15
•New-since-last-visit markers30
+124 more
LATE MAJORITY10680
Ritual-Locked Daily Checkers
Casual Time-Filler Browser ▸ Habitual Idle-Moment Opener
All Cohort Requirements264
Account setup and onboarding
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Biometric and multi-device sign-ins70
•Choose public or privates10
•Approve follow requestss25
•Control profile visibility detailss45
•Guided privacy with safe defaultss70
•Search by usernames10
•Sync your contactss30
+254 more
Active Engager & Reactorimputed Δ 28
Supportive Liker
Δ 27
INNOVATOR394
Curious First Likers
Active Engager & Reactor ▸ Supportive Liker
All Cohort Requirements31
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Upload photo from librarys8
•Choose public or privates10
•Type a names5
•Show popular accounts lists10
•Search by usernames10
•Open straight to cameras15
•Tap one filters8
+21 more
EARLY ADOPTER4621
Double-Tap Habitués
Active Engager & Reactor ▸ Supportive Liker
All Cohort Requirements165
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Choose public or privates10
•Search by usernames10
•Sync your contactss30
•Import contacts to find friendss28
•Open straight to cameras15
•Auto-correct the first shots35
Effortless capture
•Launch into the cameras15
•Instant-ready cameras35
+155 more
EARLY MAJORITY5759
Confident Reaction Scrollers
Active Engager & Reactor ▸ Supportive Liker
All Cohort Requirements207
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Choose public or privates10
•Approve follow requestss25
•Upload a photo from your librarys8
•Snap or crop in places22
•Type a names5
+197 more
LATE MAJORITY5633
Reassured Passive Reactors
Active Engager & Reactor ▸ Supportive Liker
All Cohort Requirements144
Account setup and onboarding
•Choose public or privates10
•Approve follow requestss25
•Control profile visibility detailss45
•Guided privacy with safe defaultss70
In-app beautification and editing
•Preview filters on your own photos30
•Adjust filter strength on taps45
•Filter thumbnail strips30
•Adjust and compares48
•Smart preview suggestionss70
Casual sharing and posting
•Show follower counts8
+134 more
Conversational Commenter
Δ 30
INNOVATOR2361
Reply-Hungry First Commenters
Active Engager & Reactor ▸ Conversational Commenter
All Cohort Requirements148
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Send email confirmation links10
•Log in with username and passwords8
•Upload photo from librarys8
•Enter name and bios5
•Choose public or privates10
•Show popular accounts lists10
•Search by usernames10
•Open straight to cameras15
+138 more
EARLY ADOPTER4479
Mention-and-Notify Chatters
Active Engager & Reactor ▸ Conversational Commenter
All Cohort Requirements184
Account setup and onboarding
•Register with email and passwords8
•Type a unique handles8
•Log in with username and passwords8
•Sign up with email and passwords10
•Upload photo from librarys8
•Enter name and bios5
•Choose public or privates10
•Search by usernames10
•Sync your contactss30
•Search and follow by usernames8
+174 more
EARLY MAJORITY13249
Threaded Conversation Regulars
Active Engager & Reactor ▸ Conversational Commenter
All Cohort Requirements366
Account setup and onboarding
•Register with email and passwords8
•Log in with username and passwords8
•Recover a forgotten passwords20
•Upload photo from librarys8
•Snap or pick, then adjusts22
•Enter name and bios5
•Guide with hints and limitss15
•Choose public or privates10
•Approve follow requestss25
•Manual contact uploads25
+356 more
LATE MAJORITY9715
Safe-Space Discussion Holdouts
Active Engager & Reactor ▸ Conversational Commenter
All Cohort Requirements233
Account setup and onboarding
•Control profile visibility detailss45
•Guided privacy with safe defaultss70
•Set per-post audiences and block listss70
Casual sharing and posting
•Fine-tune per-post visibilitys68
•Pick the audience per posts65
•Auto-suggest audience by contacts80
•Choose a close-friends audiences70
•Pick any custom audience per posts75
•Hide, mute, and archive freelys72
Image-first feed and discovery
•Reverse-chronological feeds15
+223 more
Reciprocity-Driven Reactor
Δ 28
INNOVATOR618
Reaction-Curious First Movers
Active Engager & Reactor ▸ Reciprocity-Driven Reactor
All Cohort Requirements44
Account setup and onboarding
•Register with email and passwords8
•Send email confirmation links10
•Log in with username and passwords8
•Choose public or privates10
•Upload a photo from your librarys8
•Type a names5
•Show popular accounts lists10
•Search by usernames10
•Search and follow by names10
•Open straight to cameras15
+34 more
EARLY ADOPTER5121
See-Who-Reacted Regulars
Active Engager & Reactor ▸ Reciprocity-Driven Reactor
All Cohort Requirements190
Account setup and onboarding
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Biometric and multi-device sign-ins70
•Upload photo from librarys8
•Snap or pick, then adjusts22
•Enter name and bios5
•Guide with hints and limitss15
•Choose public or privates10
•Approve follow requestss25
+180 more
EARLY MAJORITY9737
Balance-Watching Engagers
Active Engager & Reactor ▸ Reciprocity-Driven Reactor
All Cohort Requirements329
Account setup and onboarding
•Register with email and passwords8
•Add phone number sign-ups22
•Type a unique handles8
•Live availability checks20
•Log in with username and passwords8
•Recover a forgotten passwords20
•Sign in with phone or social accountss42
•Upload photo from librarys8
•Snap or pick, then adjusts22
•Enter name and bios5
+319 more
LATE MAJORITY9100
Habit-Locked Mutual Reactors
Active Engager & Reactor ▸ Reciprocity-Driven Reactor
All Cohort Requirements224
Image-first feed and discovery
•Reverse-chronological feeds15
•New-since-last-visit markers30
•Preloaded instant scrolls50
•Smart caught-up summarys70
•Scroll a chronological feeds15
•Like and double-tap photoss30
•Resume where you left offs55
•Surface the photos you'll loves80
•Manual tap-to-reloads8
•Pull-to-refresh with spinners20
+214 more