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Market research divides consumers into 5 groups when describing the speed with which they take up new products: 1) innovators, (2) early adopters, (3) early majority, (4) late majority, and (5) laggards. Consumers in the late majority group are skeptical, adopt products slightly later than average, adopt for economic or peer pressure reasons, not usefulness of product, and are unwilling to risk their scarce resources. They demand that most of the uncertainty about a new idea must be removed before they will adopt it.