One in every three online Americans is whatForrester calls a “conversationalist,” defined as someone who updates her status on Facebook or tweets at least once a week. Conversationalists are also older, wiser than other online denizens — and predominantly female.
Forrester’s “The New Social Technographics” report (embedded below) is the product of surveying 10,112 U.S. consumers ages 18 to 88 in November 2009 to better understand social adoption.
Conversationalists are a new type of online content creator who accounts for 33% of the online population, and they’re sandwiched in between the most involved web users who either blog or publish web content — called “creators” (24%) — and the more passive “critics” (37%), who participate online as commenters and reviewers. In the social hierarchy, critics are followed by collectors (20%), joiners (59%), spectators (70%) and inactives (17%).
These conversationalists are quite the interesting bunch, especially for marketers, as 56% are female — the highest concentration of women in any of the groupings. Seventy percent are 30 years of age or older, and 24% are older than 44. According to the report, conversationalists also have household incomes “slightly above average, and they’re more likely than any other social classification to have college degrees.”
A few other findings of interest:
- The highest concentration of Gen Y online users is in the creators group, with 37% of individuals between the ages of 18 and 29.
- The average conversationalist has a annual household income of $81,300.
- 48% of collectors have earned a college degree or higher.
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