late majority

In the diffusion of innovation theory, the majority group (roughly 34 percent) of population, which is just ahead of the 'laggards' in trying or adopting a new product. Members of this group are older and less educated than other groups (except the laggards), have below-average socioeconomic status, and adopt innovations only when forced. They are not swayed by advertising and rely primarily on recommendations from friends, neighbors, and relatives.