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Stated simply, 7 million people in the U.S. are contributing content online through six or more activities (uploading photos, publishing blogs, posting ratings/reviews, etc.). These heavies are also connecting with 248 people in a typical week, on average. Needless to say, the news they choose to spread can change the marketplace overnight with such scale that companies must tune in and be in a position to react quickly and decisively.

Netpop | Connect: “Media Shifts to Social” also includes:

• The popularity and frequency of use for 20 online and social media channels, such as photo-sharing, video-sharing, micro-blogging, social networking, tagging, wikis.
• Demographic differences in behaviors.
• Public versus private sharing of Web 2.0 comments and content: who shares publicly online and what motivates their Web 2.0 involvement.
• A profile of six unique Web 2.0 brands: Digg, Flickr, LinkedIn, Twitter, Yelp and YouTube that compares the types of users and motivations that underpin the community found at each of these sites.
• Conclusions and implications.

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This preview offers a glimpse into our perspective:

The China version of this report is also available. Click here for more information.