Faces, Ellis Island Museum, New York City, New York

Most people I know:

• Do read articles on the web.
• Do not read things written by individuals, preferring “traditional media”.
• Do not write or share their own opinions online (e.g. write a blog).
• Do not comment on website articles.
• Prefer to debate and talk about ideas in person with people they know.
• Visit websites directly to read the web (e.g. do not use RSS).
• Do take pictures and videos with digital cameras.
• Do not upload pictures or videos to websites.
• Do not use social networks.
• See little use in social networks.
• Have never heard of Twitter.
• Have no concept of “a personal online brand” or “public conversations”
• Use email for all internet communication.

And yet they do have something to say. They are intelligent, active, interesting people working on great things who understand business, culture, society, and technology.

Yes, they understand technology. The Internet is not the only technology out there that impacts our lives. They understand the technology they use, and many of the Internet’s “hot” applications just do not create value in the way that makes their lives better.

My guess is even inside the echochamber that is the blogging, social media, “creator” community, the majority of people’s offline social networks consists of people that fit this general profile. Forrester’s research indicated about 18% of the US online public creates content on the web (e.g. blogs, uploads videos). Most just watch.

So why do they just watch?

• Why would I want to talk to people I don’t know?
• Why would anyone want to read what I say?
• Why would I want to make my thoughts public for everyone to see?
• How would people even find what I say?
• What can I do with an online “social network?”

When we get caught up in ideas like “citizen journalism” and “blogging” and “user-generated content” we need to remember there is a broader audience that just doesn’t see the value.

Not everyone will; there is no reason to expect or demand that most of the people that use the Internet should use it in this way. But it points to the fact that there are still many opportunities to create services that can deliver value to these people, rather than just making existing services better.

Expand the pie. Let’s try harder. Let’s think more grandly. Let’s create great things for the rest of us.

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UPDATED 09.JUN.2008

Forrester provides more substantive data on the portion of the Internet public taking an active part in creating content, with some cross-cultural data for added perspective.

In the USA, 18% contribute to discussion forums, 25% CONSUME ratings and reviews and 11% CREATE ratings and reviews. At least once a month. Imagine what those portions would reduce to if was just weekly…