The fourth fastest group to adopt an innovation. They do so after it has been established in the marketplace and are seldom willing to take risks with new innovation.

• A. Early majority
• B. Laggards
• C. Late majority
• D. Innovators

Answer: (C)

The idea being tested is how people adopt new ideas over time, known as diffusion of innovations and adopter categories. The fourth group to adopt is the late majority. They join after the product has become established in the marketplace, when benefits are proven and the offering is widely used. They are cautious and risk-averse, preferring to wait for social proof, steady performance, and lower costs before committing. They want to see that others like it have had a good track record and that support and networks are reliable. This fits why they are described as coming in after the early majority and only when the innovation is mature and widely accepted.