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U.S. lags in social media creation

April 23, 2008 | Internet Marketing

U.S. and European users have become major consumers of social media, but are much less likely than their Asian and South American counterparts to post their own video clips or write a blog, according to a study from Interpublic Group's Universal McCann.

A new global study of social media use reveals that the U.S. severely lags behind Asian and South American countries in participation rates.

Consumers in the U.S. and Western Europe are more likely to be passive social-media participants—sharing videos and reading blogs—while those in emerging markets often create content through blogging, social networks and video and photo sharing sites.

“By and large, in the U.S. we’re a country of voyeurs,” said David Cohen, U.S. director of digital communications at Universal McCann, which conducted the study. “We love to watch and consume content created by others, but there’s a fairly small group that are doing that creation—unlike China, which is a country of creators.”

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