Online reference works are the most popular ’social web’ applications in Germany, says the ‘Deutschland Online’ series of surveys, presented at Digital Lifestyle Design (DLD) 2007.
‘Social web’ is a term used to describe interactive internet applications. In Europe, says the study, the social web exists mainly in the form of user-generated content like wikis, blogs and podcasts.
In Germany, online reference works were found to be the dominant application, with 52 per cent of respondents accessing these applications. Review portals were next in line in terms of popularity, with usage rates of 30 per cent. The survey found that social web applications like communities, podcasts and blogs currently have over a million users in Germany – and the number is expected to grow.
The study also looked at the revenue-generating potential of these social web sites, and found that 67 per cent of experts identified pay-for-performance ads as the model with the biggest potential, with 57 per cent naming commissions as a key source of revenue. 48 per cent of the experts surveyed cited traditional online advertising, while 43 per cent thought classified ads could work. Only 10 per cent of the respondents thought that user fees could become a successful avenue for financing social web offerings.
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