Laggards
Laggards are the last group in Rogers' theory of innovation and represent the last 16% of people who have not yet embraced an innovation. The laggards conclude the Bell curve of innovation embrace, after first the Innovators were there, then the Early Adopters and Early Majority, followed by the Late Majority.
Individuals belonging to the group of Laggards are characterized by low social status, a focus on traditions, a poor financial base and advanced age. These people are mainly surrounded by immediate family and some friends. They are not opinion formers at all and do not actually move to embrace an innovation until everyone else has already done so and they cannot really get away from it.
