Diffusion of innovation theory holds that the majority group of roughly 34 percent of population is just ahead of the ‘laggards’ in trying or adopting a new product. This group’s members are older and less educated than other groups, except for the laggards. This majority group typically adopts innovations only when forced, and has below-average socio-economic status. They rely primarily on recommendations from friends, neighbors, and relatives, and are not swayed by advertising. Contrast to laggards.