The model which has guided many people's thinking in this area, the 1/9/90 rule, is outmoded. The number of people participating online is significantly higher than 10%.
Participation is now the rule rather than the exception: 77% of the UK online population is now active in some way.
This has been driven by the rise of 'easy participation': activities which may have once required great effort but now are relatively easy, expected and every day. 60% of the UK online population now participates in this way, from sharing photos to starting a discussion.
Despite participation becoming relatively 'easy', almost a quarter of people (23%) remain passive - they do not participate at all.
Passivity is not as rooted in digital literacy as traditional wisdom may have suggested. 11% of the people who are passive online today are early adopters. They have the access and the ability but are choosing not to participate.
Digital participation now is best characterised through the lens of choice. These are the decisions we take about whether, when, with whom and around what, we will participate. Because participation is now much more about who we are, than what we have, or our digital skill."