- Creators, who publish blogs, web pages, etc, comprise 13% of users
- Critics, who comment and review, comprise 19%
- Collectors, who tag and bookmark, comprise 15%
- Joiners, who uses social networking sites, comprise 19%
- Spectators, who passively engage with social media content, comprise 33%
- Inactives, who use the Net but not social media, comprise 52%
Li splits the universe of social media participants into the following categories:
