We’re a Nation of Joiners, Spectators and Creators

Posted by Lauren Proctor on August 25, 2009

Starting with the book “Groundswell” and continuing now for three years running, we’ve analyzed consumers’ participation in social technologies around the world with a tool called the Social Technographics Profile. The profile puts online people into overlapping groups based on their participation (at least once a month) in a ladder of behaviors, from Inactives, a group that doesn’t participate in social technologies, to Creators, who pen blogs, publish web pages, upload video and photos and write and post stories (see first chart below). We’ve kept the ladder categories consistent to allow us to make comparisons year to year, across ages, genders and geographies. This provides something that’s often sorely lacking in analysis of online social phenomena: perspective. (Ad Age)


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