Web 2.0 names the shift from the early read-only web to a participative one, so the feature that is not typical of it will be a description of the web that came before.

"Users remain as simply passive consumers of content" is that description. It characterises Web 1.0, where a small number of publishers put up static pages and everyone else only read them. Web 2.0 is defined by the reversal of exactly this: the reader becomes a writer, and the distinction between audience and author largely dissolves.

Websites working with other digital systems, products and devices is a genuine Web 2.0 feature. Open APIs, RSS feeds and mashups let one service consume another's data, so a map, a payment gateway or a login can be embedded inside an unrelated site.

Higher interactivity and collaboration amongst users is central to it. Wikis, comment threads, shared documents and social networks all exist so that users act upon content together rather than receive it separately.

User generated content proliferating is its most visible outcome — blogs, reviews, uploaded video, photographs and posts are produced by the audience itself rather than by a publisher.

Hence the feature that is not typical of a Web 2.0 environment is that users remain as simply passive consumers of content.