Groundswell in Australia

I'm reading "Groundswell" by Charlene Li and Josh Bernoff at the moment. Their Social Technographic Profile is really great and very, very interesting. They break down online behaviours into 6 groups:
  • Creators - write blog posts, publish web pages, upload video/audio/music they have created.
  • Critics - post ratings/reviews of products or services, write comments on blogs, contribute to online forums and wikis.
  • Collectors - use RSS readers, "vote" for websites, add "tags".
  • Joiners - maintain profile(s) on social networking sites, and visit social networking sites.
  • Spectators - read blogs, listen to podcasts, watch videos from others, read forums and customer ratings and reviews.
  • Inactives - are not involved in any of the above.
They have put together a nifty interative tool to help you see these behaviours broken down by country, age and gender.

Australians are big "Creators"
I had a play around with this last night and looked at behaviours by country. Interestingly, Australia has a lower number than the US in all behaviours except "Creators" - which is the most active and engaged of all behaviours. For every 100 adults in Australia who are "online", 26 of them are Creators, while in the US this number is 21 (and in the UK it is just 15). I am wracking my brain to try to understand why this is. Australians are generally thought of as early adopters of online technologies compared to other countries, but I don't think this explains it. How would you explain this? Any ideas?

Here's the data that I looked at:
















Australia
South Korea
US
UK
Creators
26%
51%
21%
15%
Critics
35%
51%
37%
20%
Collectors
16%
24%
19%
5%
Joiners
45%
51%
35%
28%
Spectators
63%
79%
69%
49%
Inactives
24%
7%
12%
42%

Data from Forrester Research Technographics® surveys, 2008

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