The "Late Majority" is a term used in the context of the Diffusion of Innovations theory, which describes how new ideas and technologies spread through populations. This group typically adopts innovations after the average member of society has already done so. They are often skeptical and require more evidence of the benefits before making a change. Members of the Late Majority tend to be influenced by their peers and societal norms. They usually adopt new products or ideas when they see that a significant portion of the population has already accepted them, often driven by a desire to fit in rather than a personal belief in the innovation.