Forrester Research’s new Social Technographics ladder

Forrester Research has released a new version of its Social Technographics ladder to include those who use Twitter and Facebook status updates. The new category, dubbed Conversationalists, are at 33%. At the moment Forrester had just provided figures for the USA and hasn’t updated its Profile Tool.

The other interesting fact about Conversationalists is that they’re 56% female, more than any other group in the ladder. They are also among the youngest of the groups, but 70% are still 30 and over.

What intrigues me is that Conversationalists sit above Critics, which strikes me as odd as the effort required to be a Critic appears to be greater than the effort needed to be a Conversationalist. Hopefully Josh Bernoff will comment to explain the reasoning behind this.

New Forrester Social Technographics Ladder

About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.
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  • Tim Callington

    Yes it's an interesting one. I see “conversationalist” as a more creative role than a “critic”, hence it would be a rung up on the ladder. That's not to say an intelligently written critique of a book on Amazon isn't creative, but maybe Forrester are indicating originality too. Certainly still the neatest rationalisation of how people behave online though. I expect they'll create various shades of conversationalist overtime to reflect the variety of platforms people are using. Maybe they'll illustrate them as a paint caddy hung from the rung above. :)

  • Juliet Wilson

    I would see conversationalist as potentially more influential than critic, as well as potentially more creative as noted by the previous commentator

  • jection

    I think “conversationalist” is dead on! Brilliant. I am going to be watching anxiously to see how this plays out for you. I see it fitting in just right. Keep us posted!
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    Forrester Research’s new Social Technographics ladder