Monday, September 28, 2015

The 90, 9, & 1 Rule Of Crowdfunding, The 90-9-1 Rule Of Internet Culture, and The 1, 9, and 90 Rule Of Law Enforcement [huh?]

The 90, 9, & 1 Rule Of Crowdfunding

Not long ago while doing crowdfunding industry research I came across a video that reitterated the old 90-9-1 rule and applied it to crowdfunding.  The speaker explained it this way: 
90% of your social media followers will do absolutely nothing for you beyond the follow. 
9% of your social media followers will do what they can but will not open their wallet to fund your campaign.  
1% of  your social media followers will support you in multiple ways including financial support. 

Ok, so I'm ready to post the entry but I think, let's see what the net has to say first, and of course the subject has been discussed in all sorts of ways, here's some of what I found. 

1) According to: Nielsen Norman Group at
"Summary: In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action."

2) According to: Wikipedia at
Define it as: 
"The 1% rule states that the number of people who create content on the Internet represents approximately 1% (give or take) of the people actually viewing that content. For example, for every person who posts on a forum, generally about 99 other people are viewing that forum but not posting. The term was coined by authors and bloggers Ben McConnell and Jackie Huba,[3] although earlier references to the same concept[4] did not use this name.
The terms lurk and lurking, in reference to online activity, are used to refer to online observation without engaging others in the community, and were first used by veteran print journalist, P Tomi Austin, circa 1990, when her presence was noticed by other users in chat rooms, who queried her reasons for not engaging in chat. There were repeated inquiries about her identity and her refusal to engage in chat. The etiquette was, apparently, to greet other users upon entry into the chat rooms/sites. At the time, (then in her 30s, surfing among users averaging in their teens and 20s) she was only identified as "Bilbo", she explained that she was a mature, but computer-literate, user and novice to chat, and preferred to lurk, or was lurking to familiarize herself with the chat culture, etiquette, and the sites to which she had logged on. In some instances, she needed to explain her coinage of the term "lurking", as the term was new to the online community, but others quickly understood her meaning. To her knowledge, the terms had not been used prior to that period, and there appears to be no earlier dated reference to the coinage. There appears to be no attribution to the coinage that pre-dates the early 1990s.[citation needed]
For example, a large 2005 study of radical Jihadist forums by Akil N Awan found 87% of users had never posted on the forums, 13% had posted at least once, 5% had posted 50 or more times, and only 1% had posted 500 or more times.[5]
The "90–9–1" version of this rule states that for websites where users can both create and edit content, 1% of people create content, 9% edit or modify that content, and 90% view the content without contributing.
A 2014 study published in the Journal of Medical Internet Research by Trevor van Mierlo found that the 1% rule was consistent across four separate digital health social networks (support groups for problem drinking, depression, panic disorder, and smoking cessation). During the study period 63,990 users created 578,349 posts, but less than 25% of users made one or more posts. The applicability of the 1% rule was confirmed as Lurkers (90% of users), Contributors (9% of users), and Superusers (the 1%) accounted for a weighted average of 1.3% (n = 4668), 24.0% (n = 88,732), and 74.7% (n = 276,034) of all content.[6]
The actual percentage is likely to vary depending upon the subject matter. For example, if a forum requires content submissions as a condition of entry, the percentage of people who participate will probably be significantly higher than one percent, but the content producers will still be a minority of users. This is validated in a study conducted by Michael Wu, who uses economics techniques to analyze the participation inequality across hundreds of communities segmented by industry, audience type, and community focus.[7]"..."

3)  According to: Paul Schneider

"... If the rule did not hold up, many companies and associations may be damaging their business and marketing strategies by basing decisions and benchmarking results using a general rule created in 2006 . So that the readers of this blog have a point of reference for when this rule for online communities was created, keep in mind that Facebook ended 2006 with only 12 million users (Facebook now has over 650 million users).

The 70-20-10 Rule of Community Participation  Has a nice ring to it doesn’t it!"

4)  According to: The Street, Real Money at takes this in a whole different direction. 

" ... refer to as the "1-9-90 Rule." Some of the older columns are no longer available, but the gist of the rule is that society is broken into three distinct categories as measured by wealth: the top 1%, the next 9% below them, and then the bottom 90%. The 1% create the laws and systems for enforcing the laws they deem necessary. The next 9% are charged with enforcing those laws and the bottom 90% are required to abide by them.

There is nothing new in this theory; it's been a constant throughout human history regardless of political, governmental, economic or financial structures. The system works to maintain political, economic and social order only as long as the 9% self-identify with the 1% and not with the 90%. This order breaks down when the 9% begin to identify more closely with the 90% and begin to align their mandate with the 90%. If that happens, the system becomes a 1-99 model and revolution against the 1% begins ... "

wow, that's a whoole lot of opinion on the subject.

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