Which group makes up approximately 34% of consumers and is characterized as not being influencers?

The group that makes up approximately 34% of consumers and is characterized as not being influencers is the Early Majority. This segment of the population typically adopts new products and ideas after a significant portion of the market has already done so, positioning them after innovators and the Early Adopters in the adoption curve.

The Early Majority is generally more cautious and deliberate when it comes to embracing change. They tend to rely on recommendations and experiences from others, especially those perceived as experts or early adopters. While they are important in the overall market as they help establish a product's credibility, they do not usually initiate trends or influence others significantly in a manner consistent with those further up the adoption curve.

Understanding the traits of the Early Majority is crucial for targeting marketing efforts, as this group is often key to achieving widespread adoption of new products. Their decisions to buy are typically influenced by the visible success and feedback from the earlier adopters, underlining their more passive role compared to innovators or early adopters.