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
‘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.”
Source – Dark Social: We Have the Whole History of the Web Wrong, Alexis C. Madrigal
What we really want
The Kano Model
Customers can’t tell you what’s going to delight them: “If I’d asked customers what they wanted, they would have said ‘a faster horse’“, Henry Ford.
Image – Team Henderson
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
Genoveva Descalzo 