Broadband access to the Internet is creating an immense network of people who have access to the same kinds of content, ideas, and technology—a true global broadband community that shares similar web-based experiences. Netpop examines how that common “language” and experience affects consumer behavior in the United States and in China. Other countries, South Korea and Denmark for example, have higher rates of broadband connectivity. Yet the U.S. and China represent two of the largest consumer markets, making it strategically essential to understand how broadband users in these two countries use the Internet. This report looks at the similarities in the broadband experience of these two huge markets and spotlights the most relevant differences. Here, we focus on one feature, unique to broadband: The ability of every individual user to create and contribute content to the web.

Sections:

Living in a Web 2.0 World
Cultural Hipsters vs. Middle-America
At Home on the Web
Push, Pull, Participate
Connections: Web 2.0
Contributions: Web 2.0
Community: Web 2.0
The Tip of the Web 2.0 Iceberg
Web 2.0-The Resource for Shoppers
Use of User-Generated Content

December 2007