1. European Social Computing Rebecca Jennings Principal Analyst

5. Social Technographics illustrates adoption Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Participate in online forums Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Participate in online forums Read customer ratings/reviews Inactives None of the above

6. Social Technographics illustrates adoption Spectators Read blogs Watch video from other users Listen to podcasts Take part in discussion boards, forums & chat rooms Read customer ratings/reviews 10% 9% 19% 53% 40% 13% Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Take part in discussion boards, forums & chat rooms Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Inactives None of the above

7. The Dutch are the keenest Creators Creators as a percentage of online adults

8. Innocent’ Big Knit has 662 Flickr photos…

9. The Dutch and Brits love joining networks Joiners as a percentage of online adults

10. Over a third of European adults read social content Spectators as a percentage of online adults

11. The majority of young consumers do! Spectators as a percentage of online youth 12-24

12. A third of young consumers actually create content Creators as a percentage of online youth 12-24

13. Penguin’s Spinebreakers is written by teens for teens

17. Thank you Rebecca Jennings +44 (0) 207 323 7647 [email_address] Entire contents © 2005 Forrester Research, Inc. All rights reserved.