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New research shows that the variety of online players is shrinking rapidly, although the overall size of the worldwide web continues to expand and functional and geographic opportunities are rising.
The number of distinctive sources and voices on the internet is proven to be in long-term decline, according to new research.
A paper entitled ‘Evolution of diversity and dominance of companies in online activity’ published in the PLOS One scientific journal has shown between 60 and 70 per cent of all attention on key social media platforms in different market segments is focused towards just 10 popular domains.
In stark contrast, new competitors are struggling to survive against such dominant players, with just 3 per cent of online domains born in 2015 still active today, compared to nearly 40 per cent of those formed back in 2006.
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The number of distinctive sources and voices on the internet is proven to be in long-term decline, according to new research.
A paper entitled Evolution of diversity and dominance of companies in online activity published in the
PLOS ONE scientific journal has shown between 60 and 70 percent of all attention on key social media platforms in different market segments is focused towards just 10 popular domains.
In stark contrast, new competitors are struggling to survive against such dominant players, with just 3 percent of online domains born in 2015 still active today, compared to nearly 40 percent of those formed back in 2006.
The researchers say if these were organic lives, the infant mortality rate would be considered a crisis.