February 3, 2009
User-generated content is integral to the online experiences of
millions of U.S. Internet users. From entertainment to
communications to e-commerce, consumers are increasingly in charge
of the creation, distribution and consumption of digital
content.
By 2013, nearly 155 million U.S. Internet users will consume some
form of user-created content, up from nearly 116 million in 2008,
per eMarketer.
The numbers of user-generated content creators will grow by similar
proportions, reaching 114.5 million in 2013, up from 82.5 million
in 2008.
Marketers want to advertise next to content they can trust, so this
frenzy of nonprofessional content generation is not likely to
produce adequate monetary rewards. Advertisers continue to shy away
from attaching their brands to unpredictable content.
Click www.mediaweek.com for more information.
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