Image created with Midjourney. Prompt: Minimalist 2D illustration representing the 90-9-1 principle in an internet community. Show a group of people, with 90% represented as passive consumers, 9% as active contributors, and 1% as enthusiastic creators. Use simple shapes and contrasting colors to convey the different levels of participation.
<aside> đź’¬ The 90-9-1 principle suggests that in an internet community like a wiki, 90% of participants consume content, 9% edit or modify it, and 1% create new content.
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In digital communities, user engagement is a key metric for measuring platform success. The 90-9-1 principle offers a useful framework for understanding how users participate. It suggests that in an internet community like a wiki, 90% of participants consume content, 9% edit or modify it, and 1% create new content1.
Here are three examples of how the 90-9-1 principle applies to digital products:
On platforms like Facebook or Instagram, most users consume content created by others. They browse their feed, read posts, and watch videos but rarely contribute. A smaller group actively engages by liking, commenting, or sharing. The smallest group—content creators—regularly posts original content and shapes the community.
On forums like Reddit, the 90-9-1 principle is clear. Most users browse threads and read discussions. A smaller percentage comments and engages. An even smaller group starts new threads or posts original content. Understanding this dynamic helps in designing features that encourage more active participation.
Platforms like Wikipedia or GitHub, where content is user-generated, also follow the 90-9-1 principle. Most users access information or code shared by others. A smaller group makes edits or modifications. The smallest group creates new articles or repositories.
The 90-9-1 principle provides valuable insights into user behavior in digital communities. Recognizing these patterns can guide product design and development, helping creators better serve their users and encourage more active participation. As we build the digital products of tomorrow, understanding these engagement dynamics will be essential for creating vibrant, thriving online communities.
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