Publication Details

Dooley, J. Allyson., Jones, S. C. & Iverson, D. (2012). Web 2.0 adoption and user characteristics. Web Journal of Mass Communication Research, 42 (June), online.

Link to publisher version (URL)

Web Journal of Mass Communication Research


A literature review and online search were conducted to document the rate of Web 2.0 adoption and to profile user characteristics. Substantial increases over time in reach and growth of the Internet and Web 2.0 by geography, technology, and age were found. Usage of the Internet, blogging, wikis, video sharing, and social networking demonstrates initially high rates among teens and young adults; recent shifts suggest older age categories are now also using Web 2.0. Internet users engage in Web 2.0 for various reasons, such as to seek or create news, entertainment, and even health information. Findings illustrate the potential for marketing and public health researchers as well as practitioners to use Web 2.0 as a platform for behavior change interventions.