Forrester Research has updated the fabulous Social Technographics study that was the star of the recent book Groundswell, and results are amazing.
Forrester found that the percentage of US online adults who are “spectators” has grown from 48% to 69%. The number of “inactives” has fallen sharply – from 44% to 25%. Joiners, Collectors and Critics were all significantly higher.
The bottom line: Proof that “social content is going mainstream,” writes Josh Bernoff of Forrester. The fastest growing group of adopters is adults between the ages of 35 and 44.
All of this matches up quite nicely with the survey we did of the members of our own Massachusetts Medical Society in June of this year.
This could be written off as a “dog bites man” kind of story, but from where I sit, these are HUGE jumps.
Something interesting, though: Forrester found that Creators, the people who write blogs, upload video or music, etc., remain a small section of online adults. Last year, they were 18% of adults, and this year they’re still only 21%.
Josh Bernoff of Forrester, who announced the findings in his blog today, has some theories.
What do you think?