Funny how these good old talks about brand funnels invite us to disrupt rules of thumb.
A while ago I wrote that funnels weren’t cascading but go upstream.
Here is another good example of social networks in France where awareness level aren’t exactly related to penetration rate:
Twitter is one of the best examples.
Beside a massive consideration issue, I’m sure preference rate are correlated to penetration and I would have been interested to see how awareness and adoption evolved.
After that it becomes a business model issue: do you want a big share of wallet with a small community or a smalll one with the whole country?