The "late majority" refers to a group of individuals in the adoption curve of new innovations. This group typically adopts a new product or idea after the early adopters and early majority have already embraced it. They are often more skeptical and cautious, waiting until they see proven benefits and widespread acceptance before making a decision. This category usually comprises about 34% of the population. The late majority tends to rely on social proof and peer influence, often adopting innovations when they become mainstream. Their adoption is crucial for the overall success and sustainability of new technologies or trends, such as smartphones or social media.