Consumers continue to join and engage with social networking sites, but the percentages of those who contribute new and fresh content to a broad array of social media fell or reached a plateau in 2010, compared with levels recorded a year earlier, according to a study by Forrester Research.
The adoption of social networking is still increasing in the US, driving the growth of social technologies overall: "Joiners"—those who maintain a profile on a social networking site and visit social networking sites at least monthly—now account for 59% of online consumers, up from 51% a year earlier.
New social media content creation, however, is limited to existing "Creators." The percentage of such users—those who publish a blog, update Web pages, upload user-generated video, or write and post content—fell to 23% of online consumers in 2010, down 1 percentage point from 24% in 2009.
Importantly, the percentage of "Critics"—those who post ratings and reviews, comment on various blogs, and contribute to online forums—declined 4 points in 2010 to 33%, from 37% in 2009.
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