Forrester recently updated its Technographics profiles (made famous in the book Groundswell) for global social media consumption, surveying 95,000 consumers across 18 countries in North America, Europe, Asia and Latin America. One primary finding was the lack of commenting occurring in mature western markets, including the United States.
Adoption is pretty much complete in the U.S. (86%) and globally. Almost everyone who is online also is using or has used social media. Comscore recently corroborated this data, saying 83% of the world’s online population participates in social media.
But, most of us in the United States are not social and care not to converse. The Forrester report finds that 2/3 of the US adult social media population doesn’t comment. This is notable.
Commenting seems to have decreased over the past six years. Perhaps it’s because of the widespread proliferation of mobile media with smaller screens and touch input. It’s certainly harder to type in a blog comment or critique a product on a smartphone.