Word of mouth research: Social media participation sees significant jump

According to Forrester’s Social Technographics Profile 2008 study, social media experienced a significant jump in participation from Q2 2007 to Q2 2008. The current numbers show that nearly 70% of online users are considered “spectators” of social media, 37% are considered “critics” and 21% are now considered creators.

In fact, the only category to see a decline was “inactives,” which dropped from 44% to 25% in the one-year period.

Other findings:

  • 21% increase in social media spectators
  • 12% increase in critics
  • 10% increase in joiners

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