Forrester: Social media content creators down in U.S.

Companies must find new ways to re-engage these users who upload videos, write blogs and post product ratings and reviews

This year, a smaller percentage of U.S. Internet users are contributing to social media sites -- uploading videos, writing blog entries, posting comments to news articles and writing online product reviews -- than in 2009, according to Forrester Research.

This means that companies need to find ways to re-engage those U.S. Internet users who have stopped participating on their social media sites.

"The initial wave of consumers using social technologies in the U.S. has halted. Companies will now need to devise strategies to extend social applications past the early adopters. This means that you need to understand how your consumers use social media," Forrester analyst Jackie Rousseau-Anderson wrote in a blog post on Tuesday about a report she co-authored with Josh Bernoff, titled "A Global Update of Social Technographics."

Social media "creators," which Forrester defines as users who have a blog, upload videos and music and write articles, shrunk from 24 percent of the U.S. online population in 2009 to 23 percent in the second quarter of this year, according to data from the report.

"Critics," those who rate and review products, post comments on others' blogs, participate in discussion forums and collaborate on wikis, dropped from 37 percent to 33 percent.

Likewise, "collectors," Internet users who subscribe to syndicated feeds, tag Web pages and photos and in general organize content for the benefit of other users, fell from 21 percent to 19 percent, Forrester said.

Even "spectators," the folks who read, watch and listen to what the "creators," "critics" and "collectors" post online, dropped from 73 percent to 68 percent, according to Forrester.

To boost social media participation on their sites, companies should revise the online tools they offer for people to post comments, reviews, ratings and the like to make sure they are intuitive and easy to use, as well as offer participants rewards.

The good news is that social-networking sites continue to attract new people to social media, according to the report, for which almost 27,000 U.S. Internet users between the ages of 18 and 88 were polled online.

These social media rookies drove up the ranks of "joiners," who have social-networking profiles and visit social-networking sites, from 51 percent to 59 percent, according to Forrester.

A new category this year is "conversationalists," whom Forrester describes as people who post status updates on social-networking sites and microblogging services such as Twitter. Thirty-one percent of U.S. Internet users fall into this group.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags Internet-based applications and servicesForrester Researchsocial mediainternet

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?