For Interactive Marketing Professionals (Length: 6 pages)

April 7, 2006

User-Generated Content Ambushes The Media Biz

Usage Is High, But Trust In Peers Varies Widely Among Youth And Adults

by Brian Haven

with Chris Charron, Sally M. Cohen

Executive Summary (This is a document excerpt)

Social Computing activities — blogging, podcasting, online message posting — are producing a variety of content popular with online users. Three-fourths of online adults, and more than 90% of online youth, are tapping their peers for content of all types on the Web. Adult consumers remain skeptical of content generated by other users and say that their levels of confidence in peer-generated content are decreasing. Youth, on the other hand, are more convinced of their peers' trustworthiness and say that their confidence in some forms of content is increasing.

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