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The World: Asia leads the charge into the world of Web 2.0.
Universal McCann's recent global survey into the new wave of web use reveals an Eastern bias, as Tom Smith reports.
Regardless of the truth, we've certainly heard a lot about it. So much in fact that, in the course of just 18 months, it has already become a tired cliche. Phrases such as 'citizen journalism', 'me media' and 'user-generated content' have all become part of daily discourse.
In an effort to cut through the hype and develop a real understanding, Universal McCann implemented the first wave of the world's largest study into Web 2.0, which interviewed 16,000 regular net users aged 16 to 44 in 15 countries.
The aim: to assess use and attitudes to the technologies that represent most people's definitions of Web 2.0 - blogging, social networks and video-sharing sites, to name a few - as well as to quantify the impact of inexpensive and widely available broadband. The most striking observation is the extent to which adoption of Web 2.0 services and future use are being driven by Asia. China, South Korea, Malaysia, Hong Kong and the Philippines have the highest levels of adoption across all Web 2.0 activities, particularly in terms of creating and sharing their own content.
Many assumed that the US, the world's largest internet market, would lead the way. The truth is, the huge audiences of the US often hide lower-than-average adoption rates. The story in Europe is mixed; Spain, France and Italy, with younger more socially oriented internet populations, are leading the way, over the more mature markets of the UK and Germany.
Blogging, which lies at the epicentre of Web 2.0, typifies these regional differences. Blogs have made an impact across all markets, with 48 per cent claiming to read them regularly. The markets leading this passive consumption are European - Italy (79 per cent), France (75 per cent) and Russia (75 per cent) have the highest levels, while the US has the largest universe, with 27 million readers.
However, when we look at who is creating blogs, the story is quite different. South Korea has the highest levels of active blogging in the world - where 64 per cent write their own blog, followed by China (34 per cent), Hong Kong (30 per cent) and Singapore (25 per cent). All Asian markets have a much more active blogosphere - in China, 95 per cent of blog readers also write one, this falls to 39 per cent in the US and just 23 per cent in France.
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