In his report, Band says that rapid adoption of Web 2.0 technologies is not just a critical factor, but a generational one as well, noting that "22 percent of adults now read blogs at least monthly, and 19 percent are members of a social networking site like Facebook or LinkedIn. Even more amazingly, almost one-third of all youth publish a blog at least weekly, and 41 percent of youth visit a social networking site daily."Band also suggests that the true 2.0 shift has been about control and power. "'Web 2.0' began as a user-focused revolution," he writes, "remaking the consumer Web into a landscape that is easy to use, efficient to navigate, populated by self-generated content (versus institutional publications) and driven by ad hoc and established communities of people with similar interests. In a Web 2.0 world, power moves from institutions to consumers because they can now rapidly connect and digitally converse among themselves about the products and services they buy."