The iCitizenry’s Motivations
A map of what drives the online population of makers and doers, movers and shakers, and how to leverage their influence.
74% |
16% |
COMPETENCE |
COLLECTIVISM |
“I CAN” |
“I CONNECT” |
Use web tools for fun, learning and efficiency |
Connect and share with people who have similar interests |
EVERYDAY icitizens, though greater in number, have less social clout than do ELITE icitizens. But theoretically, anyone can “ascend” the ranks of the icitizenry when their notoriety is coupled with network effects.
7% |
3% |
CULTURAL CHANGE |
CELEBRITY |
“I AM” |
“I MATTER” |
Effect change that improves companies, products or the experience of others |
Seek recognition or some degree of fame |