late majority

late majority: late majority late majority ➔ majority¹

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late majority UK US noun [S]

► MARKETING the large group of consumers who buy or use new products only after others have tried them first: »The late majority tends to be poorer, ignores advertising, and listens closely to recommendations from friends.

► HR the large group of workers in an organization who start to use new methods, systems, etc. only after others have already done so: »Cultural change can happen if the heads of personnel and recruitment can convince the late majority to adopt the new rules.

→ Compare EARLY ADOPTER(Cf. ↑early adopter), EARLY MAJORITY(Cf. ↑early majority), LAGGARD(Cf. ↑laggard)

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late majority

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