Some of the preliminary findings of the Sept. 2009 Voyageur OMNI study "Social Media Usage & behaviours" section is that there seems to be a huge disconnect between what the "experts" say is happening online, and what the general online Canadian population is actually doing there.

Overt content generation online is being done by a small minority of people.

Yes, people comment about products & service they like or dislike, some people blog, and otherwise generate content as a by-product of their online activities. But its mostly USING services that rules among the genpop.

Top activity? Online banking, followed by getting map directions. The former indicates there is a wide level of trust for doing some activities safely, the latter is purely a tool of convenience.

The blogosphere is getting a big yawn from the average Joe as far as creation is concerned.

It is probably true that the average online user does not view what they do on Twitter, Flickr or Facebook as content generation, but this is content as a by-product of social activity not a conscious seizure of the means of digital content production and distribution.

Time to step back & look at the reality.

The analysis continues.

Cheers