/ #marketing #response rate

# Percentages and absolute numbers

Percentage of active users in the Internet 2.0 is tiny. Fractions go from

  * only 1% of Wikipedia's users contribute to making it better
* only 3% of people with weblogs post on a daily basis
* only 1% of Amazon.com customers contribute with reviews


The numbers are tiny. But not uncommon. Typical return rates of marketing campaigns or surveys are around 2-5% (see report by the Direct Marketing Association). In our experiments of viral marketing campaigns we got up to 8% by triggering the action of clients using a prize contest.

So, how do all these business survive? The reason is absolute numbers. Percentages are small, but absolute numbers are huge:

  * 70000 active contributors maintain the Wikipedia