The old 1 percent rule assumes that only one percent of an online audience creates content, while an additional 9 percent modify or edit the content, and the remaining 90 percent consuming it. But anecdotal evidence suggests that there’s a paradigm shift going on, with many more curators and creators popping up. The internet is becoming more participatory, thanks to the development of democratizing tools like Blogger, WordPress, Tumblr and now Pinterest.

It’s not that consumers didn’t want to be creators or curators. The availability of those tools is really just enabling a fundamental human behavior to be moved online, something Om talked about in his piece about Pinterest a few months ago.

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