In a recent talk about interaction design and participative stuff (i.e. narrative), I was talking about this rule of thumb based on numerous works I was involved in, on the web and in exhibitions:

  • 1 % of people are active, i.e. interacting
  • 9% are semi-passive, i.e. commenting
  • 90% are passive, i.e. watching

Any research-based evidence would be great …