Why Read This
While social technology behaviors are at the center of many strategy discussions around the globe, the focus should be on the changes in consumers' adoption of these behaviors. Consumers continue to sign up for and interact on social networking sites, but other social behaviors that require creating content have seen no substantial growth in adoption since 2009. In fact, some behaviors have experienced attrition. In metropolitan China, for example, Joiners saw an increase of 18%, while Creators decreased by 3%. This report uses the Social Technographics® Profile system to examine global changes in consumers' adoption of social technologies.