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User Content Creation Around the World

Market maturity affects activities

December 28, 2009 | Social Media

Worldwide data from Trendstream and Lightspeed Research sheds light on the user-generated content activities of Internet users around the world.

In the US, a mature Internet market, managing a social network profile was the top online user-generated content activity, participated in by 44.2% of Web users. This was followed closely by uploading photos. Uploading video, blogging and microblogging were significantly less popular.

Online User-Generated Content Activities of US Internet Users, June 2009 (millions and % of respondents)

Users in the UK and Canada had similar rates of social network use and photo-sharing, and also tapered off dramatically when it came to more advanced user-generated content activities.

Japan, another mature Internet market, has markedly different participation in user-generated content activities. Much lower percentages of Web users manage social network profiles or upload photos, for example. The “Global Web Index” report notes that this is actually a sign of advanced behavior: The survey measured only activities conducted on a PC, and in Japan, many such activities are now mobile-based. For example, 34% of users accessed social networks only via mobile during the month of the study.

Online User-Generated Content Activities of Internet Users in Japan, June 2009 (millions and % of respondents)

Meanwhile, participation was generally high in China, where overall Internet penetration is only 29.6% according to eMarketer estimates. A majority of users uploaded photos, and nearly one-half had a blog. More than one-fifth used a microblogging service, far ahead of the more advanced economies.

Online User-Generated Content Activities of Internet Users in China, June 2009 (millions and % of respondents)

Trendstream and Lightspeed noted that microblogging usage was fairly low across the board, despite the hype surrounding services such as Twitter. The 7% of US users participating in microblogging was somewhat lower than eMarketer’s estimate of 11.1% Twitter penetration this year—though again, Lightspeed examined PC usage only, while eMarketer’s figure incorporates Twitter usage across devices.

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Check out today’s other article, “How Alike Are Android and iPhone Users?



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