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et U y
a 0 0% 60% 80% 100% Aware of and view or cont
Aware of Aware of but never used A world more connected Involvement in social networking sites (%) 20 20% 40% Not aware of 30 30% N 20% Aware of and view or contribute content 40 39 38 40% Digital World, Digital Life 50 57 58 60 How Digital 2.0
60% 59 A more digital life How digital 2.0 are we? 20% 40% 60% Aware of and view or contribute content 80% 100% Aware of but never used How is the internet affecting
real life decisions?
Aware of but never used ofof and view or contribu
Aware Not aware of Is our digital life a
social life? In conclusion 80% 100% Among people who say they contribute to blogs or
actual contribution is reasonably infrequent. Only 2 in
forums, about 3 in 5 do so “several times a month”
5 of those that contribute to these sites do so several
or less frequently. For photo and video sharing sites,
times a week or more.
more than three quarters are infrequent contributors.
100% survey has evidence that there is room for
The situation is fairly diverse between countries
multiple social networks within some individuals’
though, as China and Italy have high numbers of
lives. The average number per person overall is
frequent contributors to blogs, forums and photo/
about 2, but in some countries, notably Korea and
video sharing sites (almost 50% higher than the
China, the figures are higher (almost 4, and over 3,
average). In Finland, on the other hand, people
respectively). In fact, these two countries drive the
contribute to all of these activities far less frequently. 60%
overall average above the level of 2, so realistically in
other countries the average is below 2.
60% Social Networking –60 thing of the moment
60% 40% Focusing on the current vogue of social networking
sites, as they embody the notion of Web 2.0 for
the majority, we found that they are living up to
the hype and publicity, as almost a third of all
people in our study claim to contribute to social
networking sites, with an extra 23% saying they have
viewed or accessed them at some time, but not
contributed. These contribution numbers increase to
approximately half of the online 10
population in Korea
and Norway and the level is only slightly lower in
France. However, while these numbers seem high, if
we look in more detail at this behaviour we see that continued… ly Fr an Ita ce d
an d page 7 lan
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ad F a
ce 0% ersonal blog Not Relevant r the internet Online forum t messaging t messaging ne - landline E-mail one - mobile Face to face 20% ve ra ll 40% 100%
0% Not Relevant ersonal blog r the Internet Online forum t messaging ne - landline t messaging E-mail one - mobile Face to face 40%
0% Online forum r the Internet 3 ersonal blog 17 Not Relevant 20% 60% The 4 most adopted (and some might argue,
adoptable) communication, social and engagementbased propositions are social networking sites,
blogs, sharing photos & video, and forums.
These may have their roots in the earliest internet
protocols of 40% and 34
newsgroups but with this
new collaborative culture and enhanced technical
environment they have been given new life.
Wholesale adoption and commitmen...