Creators – Only 10 percent of online Europeans create content with social technologies.
Critics – 19 percent of online Europeans participate in activities such as posting on other people’s blogs or writing product reviews.
Collectors – Only 9 percent of online Europeans enjoy cataloguing and organizing Web content.
Joiners – 13 percent of online Europeans participate in social networks.
Spectators – 40 percent of online Europeans view and read social media content.
Inactives – 53 percent of online Europeans don’t engage with social technologies in any way.
"It's not about which companies can get the most advanced social technologies up and running first — it's about achieving worthwhile engagement with your target audience.”
