For Interactive Marketing Professionals

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	October 26, 2007 User-Generated Content Demographic and Behavioral Profile of Consumers and Creators by Mark Best with Zia Daniell Wigder, Emily Riley

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Executive Summary

The success of social marketing tactics is predicated on the use of and creation of Web 2.0 applications such as social networking sites, podcasts, blogs, and digital video and audio. This report segments creators and consumers of content targeted in social marketing campaigns to understand the demographic profiles of each group, the online behavior of both creators and consumers, and whether marketers should still consider the groups distinct.

Key Questions

• What are the demographic profiles of creators and consumers?
• How many creators and consumers are online?
• Is marketing to consumers and creators mutually exclusive?

This is an excerpt

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