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User-Generated Content:
More Popular than Profitable
It is a phenomenon unlike anything seen in the history of media, and few parts of the Internet are unaffected. From entertainment to communications to e-commerce, consumers are increasingly taking charge of the creation, distribution and consumption of digital content.
The User-Generated Content report analyzes a trend that promises not only to transform the face of the Internet, but also to radically alter the distribution of all media.
Maybe.
It is true that by 2013, 155 million of US Internet users will consume some form of user-created content, up from 116 million in 2008. The number of user-generated content creators will grow by similar proportions, reaching 115 million in 2013, up from 83 million in 2008.
However, this frenzy of content generation is not producing commensurate rewards for marketers or site publishers, as advertisers continue to shy away from attaching their brands to content that is inherently unpredictable.
To realize the full potential of user-generated content, marketers and site publishers must be willing to work together.
For marketers, that means taking risks and becoming savvier about finding safe havens within social media channels. For site publishers, it means creating environments where marketers feel comfortable investing their advertising dollars.
Key questions the “User-Generated Content” report answers:
- How many people in the US are creating and consuming user-generated content?
- Why is UGC difficult to monetize?
- What are the demographic characteristics of UGC?
- What sites are leading the way in UGC?
- How are companies using this content in their marketing efforts?
- What are the UGC trends to watch?
- And many others…
eMarketer Reports—On Target and Up to Date
The User-Generated Content report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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It is a phenomenon unlike anything seen in the history of media, and few parts of the Internet are unaffected. From entertainment to communications to e-commerce, consumers are increasingly taking charge of the creation, distribution and consumption of digital content.
Executive Summary
 US User-Generated Content Consumers and Creators, 2008 & 2013 (millions and % of Internet users)
Key Questions
The eMarketer View
Key eMarketer Numbers - User-Generated Content
Creators and Consumers of User-Generated Content
Creators
US User-Generated Content Creators, 2008-2013 (millions and % of Internet users)
US User-Generated Content Creators, by Content Type, 2008-2013 (% of Internet users)
US User-Generated Content Creators, by Content Type, 2008-2013 (millions)
Consumers
US User-Generated Content Consumers, 2008-2013 (millions and % of Internet users)
US User-Generated Content Consumers, by Content Type, 2008-2013 (% of Internet users)
US User-Generated Content Consumers, by Content Type, 2008-2013 (millions)
Demographics
Internet and Mobile Activities of US College Student Internet Users, 2008 (% of respondents)
Online Activities of US Female Internet Users, by Generation, March 2008 (% of respondents)
US Male User-Generated Online Video Viewers Who Watch Frequently, by Age, 2007 (% of respondents in each group)
Demographic and E-Business Profile of Bloggers in Asia, Europe and the US, July-August 2008 (% of respondents)
US Internet Users Who Display Photos on the Web, by Age, 2003-2007 (% of respondents in each group)
US Young Adult Internet Users Who Streamed Online Video from Network TV* vs. Leading User-Generated Content (UGC)** Websites, by Gender, December 2007 (% of respondents in each group)
Frequency with Which Adult Social Media* Users Interact with Companies via Social Media, by Gender, September 2008 (% of respondents in each group)
Online Services Used* by US Tween Internet Users, by Gender, 2008 (% of respondents in each group)
US Teens Who Have a Social Network Profile or Blog*, by Gender, September-November 2007 (% of respondents in each group)
Select Online Social Media Activities of US College Students in the Past Month, by Gender, May 2008 (% of respondents)
Social Networking Site Activities of US College Student Internet Users*, by Gender, 2008 (% of respondents)
User-Generated Content Mix
User-Generated Video
Online Activities of US Internet Users, by Access Technology, April-May 2008 (% of respondents)
Social Networking
US Consumers Who Have a Profile on a Social Networking Site, January 2008 (% of respondents)
Frequency of Select Online and Mobile Activities Among US Young Adult Consumers, June 2008 (% of respondents)
Frequency of Social Media* Usage Among US Adult Internet Users, by Gender, September 2008 (% of respondents in each group)
Unique Visitors to Social Network Sites Worldwide, by Region, June 2007 & June 2008 (thousands and % change)
Blogging
US Blog Readers and Writers, 2008 (% of respondents)
Comparative Estimates: US Blog Writers, 2008 (% of Internet users)
Wikis
US Unique Visitors to Wikipedia, 2003-2008 (thousands and % change)
Customer Reviews
Agreement of US Internet Users that Their Choice of Companies and Brands Is due to Customer Care Experience Information Shared Online, February-March 2008 (% of respondents)
Leading Online Resources for Customer Care Experience Information Among US Internet Users*, February-March 2008 (average score on 0-5 scale)
Leading Product Information Resource Before Purchase Among Adult Internet Users in North America, 2008 (% of respondents)
Type of Advertising that Most Influences US Online Buyers When Making an Online Purchase, February 2008 (% of respondents)
Online Sources that US Connected Consumers Rely on Most When Making a Purchase Decision, June 2008 (% of respondents)
Types of User-Generated Content Used by US Online Travel Researchers*, 2008 (% of respondents)
Virtual Worlds
Social Media Usage Among US Adult Internet Users, by Generation, December 2007 (% of respondents)
Other Activities
Internet Users Who Share Photos Online in Select Countries, 2008 (millions and % of population)
Monetizing User-Generated Content
Advertising Models
US Online Advertising Spending, by Format, 2008-2013 (millions)
US User-Generated Video Streams and Associated Advertising Revenues, 2007, 2008 & 2012
US Online Streaming Video Advertising Revenues, by Video Type, 2008 & 2013 (% of total)
Average CPMs for US Online Video Advertising, by Video Type, 2008-2013
Comparative Estimate: US User-Generated Online Video Advertising CPMs, 2007-2013
US Online Video Advertising CPMs and Sell-Through Rates, by Content Category, August 2008
Allocation of Digital Content Advertising Budget in the Next Year by Media and Entertainment Executives* in North America and Europe, 2008 (% of total)
Media and Entertainment Executives* in North America and Europe Who Believe Social Media and User-Generated Content Are High Growth Opportunities, 2007 & 2008 (% of respondents)
Types of Online Content on Which US Advertisers and the Clients of US Agencies Will Not Run Ads, January-February 2008 (% of respondents)
US Connected Consumers Who Think Brands Should Advertise on Social Media Sites, June 2008 (% of respondents)
Fee-Based Models
Websites for Which US Internet Users Would Be Willing to Pay $2 per Month to Use, September 2008 (% of respondents)
Marketing Uses of User-Generated Content
US Senior Marketing Professionals Who Believe It Is Increasingly Important for Their Agency to Use Pull Interactions* Rather than Push Campaigns, July 2008 (% of respondents)
Social Media Used by US Companies, 2007 & 2008 (% of respondents)
Use of Social Media Marketing According to US Marketing Executives, October 2008 (% of respondents)
Social Media Technologies Used Successfully by US Companies, July 2008 (% of respondents)
Social Media Marketing Tactics Used by US Marketers, by Business Size, 2008 (% of respondents)
Emerging Technology Priorities this Year Among US Online Retailers, by Business Model, August 2008 (% of respondents in each group)
E-Commerce Technologies that Will Have a Greater Impact on US Retail Executives' Marketing Goals in the Near Future, August 2008 (% of respondents)
US Adult Social Media* Users Who Feel Better About Companies and Brands via Social Media Interactions, by Gender, September 2008 (% of respondents in each group)
Top User-Generated Content Sites
Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, October 2008 (millions and % of total)
Top 10 Online Video Properties Among US Internet Users, Ranked by Unique Viewers, October 2008 (millions and average videos per viewer)
Top 10 US Web Brands, Ranked by Total Video Streams, October 2008 (thousands)
MySpace and Facebook Usage in the US, July 2008
Unique Visitors to Facebook Worldwide, by Region, June 2007 & June 2008 (thousands and % change)
Top 10 Social Networking Sites and Online Communities in the US, Ranked by Market Share of Visits, June 2008
Social Networking Sites on Which US Online Retailers Maintain a Page, August 2008 (% of respondents)
Social Media Websites Used for PR According to US CEOs, September 2008 (% of respondents)
Preferred Social Media Site for Driving Brand Growth According to US Marketers, October 2008 (% of respondents)
Fastest-Growing Social Networking Sites in the US, September 2007 & September 2008 (thousands of unique visitors and % change)
Trends to Watch
Content Aggregation
Microblogging
Crowdsourcing
Niche and DIY Social Networking
Conclusion
Endnotes
101198
US User-Generated Content Consumers and Creators, 2008 & 2013 (millions and % of Internet users)
100390
Key eMarketer Numbers - User-Generated Content
100394
US User-Generated Content Creators, 2008-2013 (millions and % of Internet users)
100882 | 100883
US User-Generated Content Creators, by Content Type, 2008-2013 (% of Internet users)
US User-Generated Content Creators, by Content Type, 2008-2013 (millions)
100395
US User-Generated Content Consumers, 2008-2013 (millions and % of Internet users)
100880 | 100881
US User-Generated Content Consumers, by Content Type, 2008-2013 (% of Internet users)
US User-Generated Content Consumers, by Content Type, 2008-2013 (millions)
101028
Comparative Estimates: US Blog Writers, 2008 (% of Internet users)
099248
Online Sources that US Connected Consumers Rely on Most When Making a Purchase Decision, June 2008 (% of respondents)
099566
US Online Advertising Spending, by Format, 2008-2013 (millions)
097577 | 097578
US Online Streaming Video Advertising Revenues, by Video Type, 2008 & 2013 (% of total)
Average CPMs for US Online Video Advertising, by Video Type, 2008-2013
100885
Comparative Estimate: US User-Generated Online Video Advertising CPMs, 2007-2013
Related Information and Links
Related Links
Contact
Report Contributors
It is a phenomenon unlike anything seen in the history of media, and few parts of the Internet are unaffected. From entertainment to communications to e-commerce, consumers are increasingly taking charge of the creation, distribution and consumption of digital content.
Accenture
Arbitron
Association of National Advertisers (ANA)
Awareness
BlogHer
BPRI Group
Burson-Marsteller
Collective Media
Collins Stewart LLC
Compass Partners LLC
comScore Inc.
Cone
Cox Communications
Direct Marketing Association (DMA)
DoubleClick
Edison Research
EDUCAUSE Center for Applied Research
eMarketer
Equation Research
Experian Hitwise
Forrester Research
Internet Retailer
JupiterResearch
Marketing Executives Networking Group (MENG)
Millward Brown
Myers Publishing LLC
Nielsen Online
Nuance
Opinion Research Corporation
Pew Internet & American Life Project
Promark Research Corporation
Razorfish
Rubicon Consulting Inc.
Sapient
Screen Digest
SLI Systems
Society for New Communications Research
Technorati
Teenage Research Unlimited (TRU)
The Diffusion Group (TDG)
Universal McCann
University of Massachusetts Dartmouth Center for Marketing Research
USC Annenberg School Center for the Digital Future
Vovici Corporation
Waggener Edstrom Worldwide
Youth Trends
Zoomerang
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Price: $695.00
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Price: $695.00
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