The BBC have just released some interesting research around participation online.
The summary: The 1-9-90-Rule from 2006 is obviously outmoded, at least in UK. The BBC claims that the number of people actively participating online is about 77% due to the "easy participation": 16% are reacting, 44% use the internet initially and 17% use it even intensively. Just 23% do not participate at all.
Via Mertens Marketing