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)

Financial and business terms. 2012.

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