14 May 2012

Is the 1,9,90 rule outdated?

Be the first to share

The BBC have just released some interesting research around participation online, writes Neil Perkin on FutureLab.

The findings (the result of a “large-scale, long-term investigation into how the UK online population participates using digital media today”) have raised a little controversy since they seem to indicate that the long-term model or view of participation online, the 1,9,90 rule, is outmoded.

“The BBC claim that their research (I’ve embedded a presentation of the research findings below) shows that the number of people actively participating online is significantly higher than 10%, with 77% of the UK online population now active in some way and participation now the norm rather than the exception. The key driver of this, they say, is the rise in ‘easy participation’ – activities that once required significant effort but are now seamless and every day. 60% of the online population fall into this category. Interestingly, they also found that despite participation becoming much easier, a significant minority (23%) did not participate at all, a passivity not as closely related to digital literacy as some might expect. This leads them to conclude that digital participation is best viewed through the lens of choice, the decisions we make based on who we are rather than what we have, or our level of digital skill.”

Read article

Be the first to share
4 March 2016
Collaborative consumption: from value for users to a society with values
Four European Union consumers associations – OCU (Spain), Altroconsumo (Italy), DECO-Proteste (Portugal) and Test-Achats/Test Aankoop (Belgium) - in collaboration with Cibersomosaguas Research Group (Universidad Complutense of Madrid) and Ouishare Spain, came together to undertake a …
1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly
Arti Mulchand reports in the Straits Times, Singapore's main newspaper, on Experientia's "Design for Ageing Gracefully" project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products …
25 February 2016
Design as Participation (Beyond User-Centered Design)
In this long essay, published in MIT's brand new Journal of Design and Science, Kevin Slavin argues that designers of complex adaptive systems are not strictly designing systems themselves. They are, he says, hinting those …
2 February 2016
Do patients really want to be empowered?
Katherine Benjamin, digital services manager at NHS England, asks some clever questions in this Medium piece: "Digital health services and wearable technologies are meant to empower users to change behaviours and become better informed, more engaged …
24 January 2016
The grand illusion of empowerment
Financial times journalist/anthropologist Gillian Tett deconstructs the idea that the internet hands power to the people. In fact, she writes, in most countries power remains firmly in the hands of the elite. The bitter — and …
14 January 2016
Pritzker Prize winner brings communities into the design process
The radical Chilean architect Alejandro Aravena, known for his pioneering social housing projects in Latin America, has been named as the winner of the 2016 Pritzker prize, the highest accolade in architecture. The 48-year-old, who is …
1 January 2016
Uday Dandavate: “stupidity wrapped in ignorance” underlies Facebook’s Free Basics program
Uday Dandavate, co-founder and CEO of design research company SonicRim, is appalled about Facebook pushing its Free Basics program in India, which he think is driven by "an attitude that represents stupidity wrapped in ignorance". …
31 December 2015
Ethno-writing about digital infrastructure
Data & Society is a NYC-based research institute focused on the social and cultural issues arising from data-centric technological development. The institute that was founded by danah boyd, principal researcher and Microsoft Research and frequently …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
See all articles