In China, where internet usage is not yet as widespread as in western economies, the situation is slightly different. Only 7% of total young internet users can be considered as content creators, and only 4% net addicts. This relative weakness is linked to the overall lower maturity and to the lower home access, but is probably also influenced by the historical closed media context and fear of self expression rather than to a fundamental underlying behavioral or attitudinal difference.

Worldwide, the true net influencers form an even smaller group, representing a mere 4% of all Internet users, or 55 million people.

Young, altruistic and socially-conscious
Across the four countries, ‘net addicts’ are young (under 30) and have a social conscience. Fairly altruistic and unselfish, they care about the environment and keep a constant watchful eye on brands which are perceived to be harmful. They have no hesitation or reserve in denouncing them for the slightest false move.

Net addict Content Creators in UK are more often young men (34% are under 24 years old) searching for a job. They see themselves as entrepreneurs and would like to start a business on their own. They also like to discover new things online and also enjoy playing different lives on the web which are separated from real life.

In the UK, their admiration goes first to business personalities and entrepreneurs, politicians and to a lesser extent members of the Royal family. In China, spiritual leaders are more prominent. In France, models, sports and movie stars come first, as do Pop/Rock stars, rappers, and to a certain extent politicians in the USA.

Ahead of everything and everyone
Non-conformist and even libertarian, these net addicts don’t consume like everybody else and are always in search of the next new thing. They are the cutting edge of internet tools. They contribute to the initial creation of new services, which they abandon as soon as the masses latch on to them in their wake. They then seek out new realms to explore, thereby playing their part in the constant creative cycle of the net.

Brands: beware of manipulation attempts
Brands must approach these net addicts with the greatest caution and refrain from any attempt at manipulating them, as this would inevitably backfire. Although these net addict content creators have a definite influence, it should nevertheless be borne in mind that their modes of consumption and their opinions only rarely chime with the behavior of other consumers. It is therefore worth listening to them to the extent that they are the precursors and the generators of trends

The White Paper analysis is based upon a survey carried out during the last quarter of 2007 using online questionnaires in the USA, and written questionnaires China, the UK and France:
. UK: sample of 2500 people nationally representative of the adult population aged 15+ of which 24% are under 30
. USA: sample of 3000 nationally representative of the adult population age 15+ of which 26% are under 30
. China sample of 3000, urban Tier 1-3 cities adult the population age 15-65 of which 32% are under 30
. France sample of 2500 nationally representative of the adult population age 15+ of which 23% are under 30

Availability
The White Paper is available for free download on the RISC International web site www.risc-international.com. Other RISC International consumer behavior and trends analysis is also available on www.risc-international.com.


Quelle: Pressemitteilung der Risk International vom 09.10.2008