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Charlene Li from Forrester gave me just the starting point I needed. She is out today with a new fascinating report on social technographics. Forrester segmented the online audience into several different stratas - what they call a ladder of participation. They found that "Inactives" are by far the dominant group (52%). They're followed by spectators, joiners, critics, collectors and last but not least creators. This last cluster, according to the analyst firm, dabbles in lots of different activities but few do all of them. |
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