Groundswell has just published their third annual Social Technographics Profile, “The Broad Reach of Social Technologies”.

from the groundswell blog:

Social technology growth marches on in 2009, led by social network sites

…in 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month. In a bit more detail:

In the US, social technology Creators and Collectors grew slowly, and Critics didn’t grow at all. Creator activity appeals only to those who like to create or upload content, and regardless of the ease of blogging and YouTube uploading, this doesn’t apply to everybody. If you believe in the future that everybody will be creating or organizing content, we disagree – it’s a matter of temperament, not technology. As for Critics, those who react to content, this group hasn’t grown at all. Looking deeper into the data, this is a result of a small but actual decrease in the number of people contributing to discussion forums. Why? Probably because much of this activity has been sucked into social network sites like Facebook.

At the same time, Joiner activity exploded and Spectators became nearly universal. The explosion in Joiners from 35% to 51% of online Americans reflects the appeal of Facebook, as both press coverage and invitations from friends suck more of us into social networks. Meanwhile, Spectators – those consuming social content – reached all the way to 73% of online Americans, which should end any remaining skepticism about whether this social thing is real. Soon, with the level of social content being put out there, it will be virtually impossible for an online consumer not to be a Spectator. Marketers, if you’re not doing social technology applications now, you’re officially behind. We expect a wave of Web site reorgs and redesigns to include social activity.