Category: User Insights

Theory of Diffusion of Innovation


Within the rate of adoption, there is a point at which an innovation reaches critical mass.The categories of adopters are: innovators, early adopters, early majority, late majority, and laggards (Diffusion of Innovations by Everett Rogers, 1962, p. 150).

Source – Wikipedia

The 1-9-90 rule of online participation

“As many of you may already know, there is this thing called a 1-9-90 rule of online participation. In any given online community, about 1% of the participants produce most of the content, another 9% participate regularly by editing (e.g., on a wiki), commenting (on blogs and articles), occasionally producing new content (in forums, etc), and the remaining 90% are ‘lurkers’ who do not publicly participate but only read (though these days, many of them participate a little more publicly, if not creatively, by “Liking”, tweeting, and otherwise sharing the content in ways that are visible to others, but without adding any thoughts of their own).”

“Some of those 9% of readers, instead of commenting on the post (at least a brief “Nice post, thank you”) are now sharing the link elsewhere and perhaps discussing it elsewhere, without the author of the original article ever being able to see that discussion. […] most of the good, nice, constructive commenters may have gone silent and taken their discussions of your blog elsewhere, but the remaining few commenters are essentially trolls.”

Source – Commenting threads: good, bad, or not at all, Bora Zivkovic

Into a Mobile World

Making money will now depend on how deftly tech companies can track their users from their desktop computers to the phones in their palms and ultimately to the stores, cinemas and pizzerias where they spend their money. It will also depend on how consumers — and government regulators — will react to having every move monitored.
The amount of time people spend on their phones surfing the Web, using apps, playing games and listening to music has more than doubled in the last two years, to 82 minutes a day, according to eMarketer; the time spent online on computers will grow just 3.6 percent this year.

‘Dark Social’

The sharing you see on sites like Facebook and Twitter is the tip of the ‘social’ iceberg. We are impressed by its scale because it’s easy to measure. But most sharing is done via dark social means like email and IM that are difficult to measure.

According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.

Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.

SourceDark Social: We Have the Whole History of the Web Wrong, Alexis C. Madrigal

What we really want

Blogging in Asia vs doing it in Western countries

In emerging markets, particularly in China, online users report a larger proportion of social media accounts are devoted to microblogging (75 percent) and blogging (66 percent) than in other countries. In Asia, people blog to stay connected to friends and family; consequently, a blog’s range of influence tends to be relatively small, typically less than 11 people. In Western countries, however, blogging is viewed as a form of publishing, intended for larger audiences, which may also explain why fewer people in these geographies do it.

And a couple of interesting facts about social media globally:

Why users use social media and networking sites

Why users interact with brands in social sites

Source – From Social Media to Social CRM. February, 2011. IBM

Watching TV is now multi-tasking

TV no longer gets our full attention as it is mostly used simultaneously with other screens (smartphone, laptop, tablet).

I’m sometimes shopping, sometimes looking for recipes, sometimes typing them up, you know. Sending emails, reading, I could do anything on there. It’s not often that I just sit and watch TV and do just that.” – Lori

Mobile is key: Smartphones are the devices used the most throughout the day. They are also the most common starting point for activities that will take us to other screens. Think of that book that you checked on the go to see if they had it online, but that you ended up ordering from your laptop.

Source – The New Multi-screen World: Understanding Cross-platorm Consumer Behavior. August, 2012. Google

More on this

What TV viewers are doing on their tablets

How the second screen is shaping the future of television