Thursday, September 21, 2006

User Generated Content Is HOT

We agree that UGC offers great potential to marketers...providing their messaging matches the customer experience. If not, UGC could present a huge problem. At the end of the day (and we have said this before) now is the time for marketers to start using these tools -- beat the rush!

UK User Generated Content Sites Growing Fast, Engaging More

A recent analysis, by comScore World Metrix, of UK Internet users' activity at user-generated content sites (UGC) showed significant traffic growth. Wikipedia was up 253 percent versus year ago, MySpace.com, up 467 percent, and Piczo.com, up 393 percent.

Bob Ivins, managing director of comScore Europe, said "Many of the sites experiencing the fastest growth today are the ones that understand their audience's need for expression and have made it easy for them to share pictures, upload music and video, and provide their own commentary, thus stimulating others to do the same. It is the classic network effect at work."

Collectively, the leading UGC sites draw more frequent visits than non-UGC sites (4.2 vs. 3.5 average usage days per month), longer periods of engagement (79.9 vs. 33.2 average minutes per visitor), and more pages viewed (217 vs. 52 average pages per visitor).

Users of the top social networking sites demonstrate particularly high levels of engagement, with visitors to MySpace.com and Bebo.com averaging at least 5 usage days, 2 hours of use, and 300 pages viewed per visitor during July.

Source: Center for Media Research and comScore Media Metrix.

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