Laggards

Laggards is a group of people within the process of diffusion who are suspicious of all new ideas and who are set in their opinions. Lowest of all the groups in terms of income, social status and education, this group takes a long time to adopt an innovation.

Definitions

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

Laggards. A group of people within the process of diffusion who are suspicious of all new ideas and who are set in their opinions. Lowest of all the groups in terms of income, social status and education, this group takes a long time to adopt an innovation.