The third identifiable subgroup within a population that adopts an innovation. They are pre-ceded by early adopters and innovators. The early majority like to await the out-come of product trial by the two earlier groups, yet are not as slow to adopt as the next two groups, late majority and laggards.

is a group of people who purchase or try new products -- typically technology -- after a much smaller population of innovators and early adopters have done so.