User Generated Content - Growth and Monetisation
John Horrigan of the Pew Internet & American Life Project said in a Clickz interview, “[The Web is] shifting now to user-generated ontent; it shows people engaging with the Internet in a number of different ways in their lives. It shows that people are pretty interested in using the technology to put something of themselves on the Internet, not just pull down information from the Internet.”
Globally, the number of user-generated content creators is expected to reach 238 million in 2011, up from 137 million in 2007, while the number of users is expected to hit 254 million by 2011, up from 128 million in 2006 [Report].
This could be of special interest to marketers, as according to this eMarketer report, US user-generated content sites will earn $4.3 billion in ad revenues in 2011, up from $1 billion in 2007. Monetisation however, remains a challenge as this report of low CTRs on Facebook shows. I think what will work in these new mediums would be more of solutions perhaps action or lead based, and not really pure impressions. How to do it remains the challenge.
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Filed under: Digital culture