September 4, 2007 (updated September 19, 2007)

Social Computing Comes Of Age

Long-Time Net Users Are Europe's Social Computing Opportunity

by Mary Beth Kemp

with Jaap Favier, Michelle de Lussanet, Joost van Kruijsdijk, Lizet Menke

Executive Summary (This is a document excerpt)

Two seemingly opposing forces seem to influence Social Computing adoption among European consumers: age and the number of years online. Even today, the longer a consumer is online, the more he or she adopts Social Computing activities. Toward 2012, the group with the longest Net tenure — the 35- to 54-year-olds — will spearhead Social Computing growth, not the youth.

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