Eight percent of Internet users are very active in content creation and consumption.[19] Worldwide, about one in four Internet users are significant content creators[20], and users in emerging markets lead the world in engagement.[21] Research has also found that young adults of a higher socioeconomic background tend to create more content than those of a lower one.[22] Sixty-nine percent of American and European internet users are "spectators," who consume—but don't create—online and digital media.[21] The ratio of content creators to the amount of content they generate is sometimes referred to as the 1% rule, a rule of thumb that suggests that only 1% of a forum's users create nearly all of its content. Motivations for creating new content may include the desire to gain new knowledge, the possibility of publicity, or simple altruism, among other reasons.[23] Users may also create new content to in order to help bring about social reforms. However, researchers caution that in order to be effective, context must be considered, a diverse array of people must be included, and all users must participate throughout the process.[24]