| 12 - 17 | 18 - 21 | 22 - 26 | 27 - 40 | 41 - 50 | 51 - 61 | 62+ | |
| Creators | 34% | 37% | 30% | 19% | 12% | 7% | 5% |
| Critics - making comments or adding ratings | 24% | 37% | 34% | 29% | 18% | 19% | 11% |
| Collectors - RSS aggregators, bookmarkers | 11% | 16% | 18% | 19% | 19% | 16% | 11% |
| Joiners - joiners of social media sites | 51% | 70% | 57% | 29% | 19% | 8% | 6% |
| Spectators - watching and reading | 49% | 59% | 54% | 41% | 31% | 26% | 19% |
| Inactives - use computers but no social media, e.g. e-mail only | 34% | 17% | 21% | 42% | 54% | 61% | 70% |
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