Early majority

Early majority is a group of people within the process of diffusion who require reassurance that a product works and has been proven in the market before they are prepared to buy it. Mainly opinion followers, they are a little above average in age, education, social status and income. They rely on informal sources of information and take fewer publications than other groups.

Definitions

According to the Marketing Communications by Fill (5th edition),

Early majority. A group of people within the process of diffusion who require reassurance that a product works and has been proven in the market before they are prepared to buy it. Mainly opinion followers, they are a little above average in age, education, social status and income. They rely on informal sources of information and take fewer publications than other groups.