Before we get too excited about Web 2.0 and social media, here's a little reality check that may get us bloggers thinking about the importance of our blogs or at least about whether businesses should embrace Web 2.0.


At the end of the day, the smart business relies on cost analysis and results effectiveness of everything it does. This just in from "The Pew Internet & American Life Project" of people's "evolving relationships to cyberspace." Pew found that 73 percent of U.S. adults own a cell phone, 68 percent have a desktop computer, 30 percent possess a laptop, and 73 percent connect to the Internet.
Only 8 percent of U.S. adults are "deep users" of Web 2.0 features, using them to express themselves publicly. (Web 2.0 users are defined as people who take advantage of technology "to express themselves online and participate in the commons of cyberspace," including maintaining a personal Web site, blogging, vlogging, remixing media or sharing new-media creations.)
This is the time for me to ask: Is there anyone reading this? Joking aside, that makes for a pretty small audience. Here is a summary of the data revealed by the survey:
- 8% of Americans are deep users of the participatory Web and mobile applications
- Another 23% are heavy, pragmatic tech adopters .... they use gadgets to keep up with social networks or be productive at work
- 10% rely on mobile devices for voice, texting, or entertainment
- 10% use information gadgets, but find it a hassle
- 49% of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity
What does this tell us marketers, consultants and business people, if anything? Is web 2.0 a marketing and sales tool worth adding to the mix? Do we make too much of Web 2.0 tools?