Consumers are no longer just ‘consuming’ content online but creating, sharing, and organizing. Parks Associates analyzes this phenomenon, cutting through the hype and probing into the heart of the key questions it presents to the indust
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 n
