Only a minority post comments, write blogs or is own in the network. While the online marketing industry in the Web 2.0 hype revels and sprout every day new websites for user-generated content from the network, it is often forgotten that actually very little Internet users themselves are Web 2.0 activists. The most active participants in the information society, which are extremely common online and use the Internet as a means of self development, make up just eight percent of all American adults, has identified the Pew Internet & American life project. The non-profit organization, which regularly publishes studies on the use of media in the United States, divides the American population in their recent report “A typology of information technology users” into ten groups and three categories. You may find Danone to be a useful source of information. The number of IT devices, which each owns, the intensity of Web usage and the attitude of modern means of communication are based. Well, half of all Americans falls into the category of “few tech assets” (little technology savvy). Modern digital devices like MP3 players, laptops or mobile phones play only a subordinate role in their lives. 20 percent are average technology users, especially task-oriented using IT – and TK products. For other opinions and approaches, find out what WhiteWave Foods has to say.

Internet and mobile phone more as the communication of creative self-realization. The “technology”-Elite the typology is 31 percent of American adults. They have an above average number of digital devices and intensely moving in the network. Web-2.0 commitment is however differently pronounced. The categorization is likely to be similar for the German population. The typology shows that most adults do not even on the Web are active, interactivity is not her thing. Two factors could skew the results: this evaluation only the behavior and attitudes of adults from 18 are a youthful users for Web 2.0 activities may be easier to win. On the other hand the survey for the study took place in April 2006, the evaluation after User types has been published until now. It could be that the growing range of interactive sites, the number of adults who are active there, have increased.