Web 2.0 - Research Behind the Reasoning

"Web 2.0 is here baby and it's the most vibrant pulse online today."

Laura Childs, Sep 03 2006

What Is, or Isn't, Web 2.0

There is just so much controversy over the Web 2.0 naming convention.

Many are adamant that Web 2.0 doesn't even exist. Adamant enough to publicly spar with fellow authors in blog comments, and journal vehement newspaper articles. These authors might recognize that there is a shift, a change in the way people use the web, but they don't want to give it a name...

Good Grief!

You and I need not get into such a discussion. Our time together is not to pick at the fabric that ties one entrepreneur to the next. Our time and energy is best spent on research, assessment, and knowledgeable determinations. And, of course, how those determinations change our business activities and survival in a world that adores this new breed of website – the Web 2.0 site.

We'll get into the markings of a Web 2.0 site and how you can make the best of it in as little time as possible, in following chapters. But first the facts and figures that will make a believer out of anyone in a way that makes sense to an online entrepreneur. 

If you were to research “Web 2.0” from google, clicking through the top sites you'll find yourself in a day long event and sea of confusion.

Explanations of what is, what might be, and what certainly isn't Web 2.0, abound from many perspectives.

In December 2005 google.com had indexed over 9 million citations. Fifteen months later (03/07/07), there are over 488 million results. (This does fluctuate across google's servers and grows daily.)

Adding fuel to the fire are a little over 2.3 million references to “web 2.0 hype”. I don't need to explain these people to you, they're heading into extinction anyway.

Researching and Discussing What Counts – Traffic Activity on the Web

  • comScore reports: Throughout 2006, an increase of 10% more users came online, but the traffic was not divided equally as multimedia use increased 37%, and online community activity increased 33%. (reference: 01/07 Comscore

    That research was generated after these figures had been published in June 2006...

    comScore reports: MySpace grew 318% and broke into the top ten web sites (measured by unique visitors) in 2005. (reference: 06/06  Comscore)
  • Wikipedia grew 275% to surpass popular sites like ESPN.com.
  • YouTube, (which wasn’t even around a year previous), had attracted 12.6 million users.

To be absolutely clear here, although more users came online and those users spent more hours online, websites without multimedia or interactive communities actually saw less traffic.

Here's more to sway you:

The Online Publishers Association Internet Activity Index (2007), classifies and documents web surfer activity. At the time of writing, here is the average time surfers gave to each of these four activities:

  1. Searching for information 5%
  2. Commerce (shopping) 16.1%
  3. Content (news, information, and entertainment) 45.5%
  4. Communications (engaging in communication) 33.7%

Don't miss the way OPAI describes these activities or you'll find yourself thinking that your one way content delivery is still a viable way to attract and hold eyeballs on your website...

  • Content – Sites that provide news, information and entertainment (given the entertainment qualification of this category and based on comScore's research above, most of this percentage could in fact be Web 2.0).
  • Communications – Sites that facilitate the exchange of thoughts, messages, or information directly between individuals or groups of individuals. (definitely web 2.0)
  • Commerce - Sites that are designed for shopping online. (some of both)
  • Search - Sites that provide prioritized results based on user-generated requests.

According to the Pew Internet and American Life Project as far back as February 29 2004, “44% of Internet users have created content for the online world through building or posting to Web sites, creating blogs, and sharing files...” (reference: phone survey result - Americans over the age of 18)

As savvy marketers we know that blogs can take the credit for this rise in user-generated content.

Or can they?

What other types of Web 2.0 Sites Exist?

To keep learning about Web 2.0 and how it relates to website traffic to your own website, move onto "Understanding Social Networks"


About This Page: You have just read a portion (parts of page 5-6) of The Stampede Secret 2.0. The remainder of the ebook with Web 2.0 strategy worksheets and tip sheets are available on the Stampede Secret Web 2.0 Traffic site.



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