Late majority – n : a term coined by Geoffrey A. Moore in his seminal work on marketing for technology startups, “Crossing the Chasm” – 1991, HarperCollins; the late majority, like the early majority, is comprised of pragmatists who are primarily concerned with the practicality of a technology in making their purchasing decisions. However, the late majority is driven more by necessity than desire. They tend not to be comfortable with technology, and purchase new technology only once it has become an established standard – i.e., once it’s no longer new. The late majority can be thought of as the sector of the market that watches, and then follows, the mainstream.

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Adapted from "The CompanyCrafters Entrepreneur's Dictionary"
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