European adoption of social computing is widespread, with half of online Europeans engaging in social media activities. Different countries vary in their adoption levels, with the Dutch being the keenest creators and the Dutch and Brits loving social networks. Social computing is especially popular among youth, with over a third creating content and the majority participating as spectators. While technologies may change, social media is expected to remain integral to young consumers' lives over the next 5-10 years.

1. European Social Computing Rebecca Jennings Principal Analyst

5. Social Technographics illustrates adoption Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Participate in online forums Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Participate in online forums Read customer ratings/reviews Inactives None of the above

6. Social Technographics illustrates adoption Spectators Read blogs Watch video from other users Listen to podcasts Take part in discussion boards, forums & chat rooms Read customer ratings/reviews 10% 9% 19% 53% 40% 13% Creators Publish a blog Publish your own Web pages Upload video/audio you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Take part in discussion boards, forums & chat rooms Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Visit social networking sites Inactives None of the above

7. The Dutch are the keenest Creators Creators as a percentage of online adults

8. Innocent’ Big Knit has 662 Flickr photos…

9. The Dutch and Brits love joining networks Joiners as a percentage of online adults

10. Over a third of European adults read social content Spectators as a percentage of online adults

11. The majority of young consumers do! Spectators as a percentage of online youth 12-24

12. A third of young consumers actually create content Creators as a percentage of online youth 12-24

13. Penguin’s Spinebreakers is written by teens for teens

17. Thank you Rebecca Jennings +44 (0) 207 323 7647 [email_address] Entire contents © 2005 Forrester Research, Inc. All rights reserved.