Abstract
The User-Generated Content report examines the phenomenon that is, literally,
flooding into every corner of the Internet, generating a great deal of
activity but very little money.
eMarketer projects that the number of US User-Generated Content creators will
rise to 108 million in 2012, from 77 million in 2007.
But, despite the projected growth in the numbers of content creators, the
monetization of user-generated media has not materialized.
Retail models have not caught on, either, and advertisers are reluctant to
attach their brands to content that is, by its nature, unpredictable.
Key questions the “User-Generated Content” report answers:
- How many people are creating User-Generated Content in the US?
- How many people are consuming User-Generated Content?
- What are the demographics of content creators and consumers?
- Is User-Generated Content a fad?
- Can User-Generated Content be monetized?
- And many others....
eMarketer Reports- On Target and Up to Date
The User-Generated Content report aggregates the latest data from marketing
and communications researchers with eMarketer analysis to provide the
information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- US User-Generated Content Creators, 2007-2012 (millions and % of Internet
users)
- US User-Generated Content Consumers, 2007-2012 (millions and % of Internet
users)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - User-Generated Content
US User-Generated Content Creators
- US User-Generated Content Creators, 2007-2012 (millions and % of Internet
users)
- US Internet Users Who Have Participated in User-Generated Content
Activities, December 2007 (% of respondents)
- Select Online Entertainment Activities of US Internet Users, by Age,
October 2007 (% of respondents*)
- Comparative Estimate: US User-Generated Content Creators, 2007 (% of
Internet users)
- Online Activities* of Adult Internet Users in North America, 2007 (% of
respondents)
- Social Networking Activities* of US Adult Mobile Internet Users, Q2 2007
(% of respondents)
- Online Activities Related to Their Passions according to US Internet
Users, 2007 (% of respondents)
- Primary Reason that US Adult Internet Users Have Contributed to a Social
Networking and/or User-Generated Content Web Site, April 2007 (% of
respondents)
- Reasons for Creating a Web Page according to Internet Users Worldwide, by
Age, 2007 (% of respondents)
US User-Generated Content Consumers
- US User-Generated Content Consumers, 2007-2012 (millions and % of Internet
users)
- Online Entertainment Activities of US Internet Users, July 2007 (% of
respondents)
- US Broadband Users Who Download/Watch Online Video Weekly, by Genre, 2006
& 2007 (% of respondents)
- Leading Online Video Content Categories Used by US Online Video Streamers,
Second half 2006 & First half 2007 (% of respondents)
- The Trust Factor
- Internet Users Worldwide Who Trust Consumer-Generated Media*, by Region,
April 2007 (% of respondents)
- Primary Reason that US Adult Internet Users Have Viewed Content on a
User-Generated Content Web Site*, April 2007 (% of respondents)
Advertising around User-Generated Content
- US User-Generated Content Advertising Spending, 2007-2012 (millions and %
of online ad spending)
- US User-Generated Video Streams and Associated Advertising Revenues, 2007,
2008 & 2012
- US Online Marketers' Attitudes toward User-Generated Content, 2008 (% of
respondents)
- Attitudes of US Senior Media Executives toward Perceived Growth
Opportunities for Select Digital Media, December 2007 (% of respondents)
- Average Allocation of Online Marketing Budget by US Marketing
Professionals, by Strategy, Q3 2007 (% of total)
- Social Media Marketing Tactics that US Marketing Professionals Use, Q3
2007 (% of respondents)
- US Online Social Network Advertising Spending, 2006-2011 (millions and %
of total US online ad spending)
- TV and Video Sites Used by US Advertisers, 2006 & 2007 (% of respondents)
The Varied User-Generated Content Landscape
- Online Video
- User-Generated Online Video Views in the US, 2005-2008 (billions)
- Types of Online Video Content that US Online Video Viewers Watch Monthly
or More Frequently, 2007 (% of viewers)
- Average Number of Comments per User-Generated Online Video in the US,
2006 & 2007
- Average Number of Comments per User-Generated Online Video on Select US
Sites, 2007
- Time Spent on YouTube per Week by US YouTube Online Video Viewers, 2006
& 2007 (% of respondents)
- US Online Video Viewers Who Would Watch More Online Video If Available,
by Content Category, November 2007 (% of respondents)
- Customer Reviews
- US Internet Users Who Read and/or Write Consumer-Generated Online
Reviews, August-September 2007 (% of respondents)
- US Internet Users Who Share/Discuss Consumer-Generated Online Reviews
with Family, Friends and/or Colleagues, August-September 2007 (% of
respondents)
- Credibility of Consumer-Generated Online Reviews according to US
Internet Users, August-September 2007 (% of respondents)
- Purchase Decisions of US Internet Users that Have Been Influenced by
Consumer-Generated Online Reviews, August-September 2007 (% of respondents)
- Types of Advertising Trusted by Internet Users Worldwide, April 2007 (%
of respondents)
- Select Retail Web Site Features that Are Important to US Holiday
Shoppers, by Age, October 2007 (% of respondents in each group)
- Online Resource Used Most Frequently by US Online Shoppers for Product
Research, July 2007 (% of respondents)
- Conversion Rate Increase due to Customer Reviews on Web Site of US
Online Retailers, 2007 (% of respondents)
- Effect of Customer-Generated Ratings and Reviews on Select Web Site
Metrics in the Past Year according to Online Retailers in the UK, the US and
Europe, June-July 2007 (% of respondents)
- Whether Web Sites of US Online Retailers Allow Customer Product Reviews
on the Site, July 2007 (% of respondents)
- Customer Service Options that US Online Retailers Have Added for this
Holiday Shopping Season, October 2007 (% of respondents)
- Tone of Online Feedback for Products and Services Written in the Past
Month by US Internet Users*, August-October 2007 (% of respondents)
- Photo Sharing
- Online Photo and Video Activities of Adult Internet Users in Select
Countries Worldwide, October 2007 (% of respondents)
- US Online Photo Service Users*, 2006 & 2011 (millions)
User-Generated Content Sites
- Top 10 Web Brands in the US, Ranked by Unique Visitors, February 2008
(thousands and hrs:mins:secs)
- Top 25 Web Properties among US Internet Users, January 2008 (thousands of
unique visitors)
- Top 20 Web Sites in the US, Ranked by Market Share of Visits, January 2008
- Top 10 Web Sites in the US, Ranked by Growth of Unique Visitors, September
2006 vs. September 2007 (thousands)
- Top 15 Online Video Sites* in the US, Ranked by Unique Viewers**,
July-November 2007 (millions)
- Market Share* of US Visits to the Top 15** Online Video Web Sites,
July-December 2007 (% of total)
- Top 10 US Online Video Sites, October 2007 (millions, share and % change*)
- Web Sites Visited by US Adults to Watch Full-Length TV Episodes Streamed
Online, by Technology Ownership, October 2007 (% of respondents in each group)
Demographics of Creators and Consumers of User-Generated Content
- Demographic Profile of US Adult Internet Users Who Have Visited
Video-Sharing Web Sites, December 2006 & December 2007 (% of respondents in
each group)
- Demographic Profile of US Adult Internet Users Who Actively* Visited
Video-Sharing Web Sites, December 2006 & December 2007 (% of respondents in
each group)
- Select Online Video Activities of US Online Video Viewers, by Gender and
Age, February-March 2007 (% of respondents in each group)
- Demographic Profile of US Teen Internet Users Who Create Online Content*,
October-November 2006 (% of respondents)
- Online Video Content Categories that US Adult Internet Users Would Watch a
Lot More if Available, by Age, November 2007 (% of respondents)
- Web Sites on which US Adult Internet Users Have Watched Online Video, by
Age, November 2007 (% of respondents in each group)
- Leading Online Video Content Categories Used by US Online Video Streamers,
by Age, Second half 2006 & First half 2007 (% of respondents in each group)
- US Internet Users Who Read Consumer-Generated Online Reviews, by Age,
August-September 2007 (% of respondents in each group)
Mobile User-Generated Content
- Mobile User-Generated Content (UGC) Revenues Worldwide, 2007 & 2012
(millions)
- Types of Videos US Teen Internet Users Watch on Their Mobile Phones, 2007
(% of respondents)
- Mobile Content Activities of US Internet Users, by Age, October 2007 (% of
respondents*)
Case Studies
- OfficeMax, “Elf Yourself”
- Apple iPod Touch Ad
- Toyota User-Generated Ad Contest and Blog
Related Information and Links
- Contact
- Report Contributors
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