Data chart of the week: international blog and user-generated video participation
by Josh Bernoff
In today's post we're showing off our international data capabilities with some data about participation in creating and consuming content in different geographies. This is the first table in Chapter 2 of Groundswell.
I find it amazing what a high degree of variability there is in this data. Note that this reflects percentage of online consumers only. These surveys were done between March and September of 2007.
The blog readership and commenting numbers in Japan and South Korea area astounding. I believe this is where North America is going. I'm at a loss to explain the relatively low level of participation in Germany and the UK -- any ideas on why this is happening? In the UK, I don't know of any cultural reason why online participants should be reticent to read blogs -- I expect this to reach par with the US (or it may already have done so).
It's an interesting pattern that approximately half of those who read blogs comment on them, with somewhat fewer writing. I'd love to know why readership of blogs is higher in Japan, but writing blogs is more common in South Korea.
The US is the clear leader in both creation and viewing of user-generated video, which is at least partly due to the fact that YouTube is mostly in English. (I refuse to believe we have more idiots making idiotic video in the U.S. -- we don't have a way to survey that!) Given the very high bandwidth available in Japan and Korea I would have expected higher participation there -- is this cultural, or is it because there is more production quality video (on-line television) in these geographies?
Podcasts still haven't caught on the US after years of availability. And they're non-existent in Korea. I am skeptical that these numbers will increase significantly in the U.S. or that other parts of the world will surpass the U.S. number.
One note: we use different survey methodologies around the world (for example, what you see here came from mail surveys in Europe and online surveys in the U.S.) Also, the surveys were not taken in the same month. So direct comparisons are subject to significant variation that's not explained by geography.
If you found this data interesting, you can learn more. We have social technographic profiles from around the world available free. And clients can get access to all of our survey data.