The single biggest change is the end of the 1% rule.
The 1% rule is a widely shared behavioral theory that states that the number of people who
really create content on the Web represent only 1% of the people actually viewing the content.
It suggests that 99% of Internet users are just reading and watching. But the latest from
Forrester Research paints a very different picture of participation:
Bloggers are beating out friends. New research from Jupiter and BuzzLogic shows that people who read blogs are more likely to take buying advice from their favorite bloggers than from their friends.
Mass adoption of mass communities. Facebook has 120 million active users, adding now at a rate of about 10 million per month. And no longer is it just more of the same — the fastest-growing population is 35 and over.