Social Technographics(R) Data Shows Global Changes In Adoption Of
Social Technologies
CAMBRIDGE, Mass., Sep 28, 2010 (BUSINESS WIRE) --
While global adoption of social networking is still on the rise, other
forms of social interactions, such as content creation, experienced no
substantial growth in the past year, according to Forrester
Research, Inc. (Nasdaq: FORR). "A
Global Update Of Social Technographics(R)" is based on Forrester's
Consumer Technographics(R) data from more than 275,000 consumers in Asia
Pacific, Europe, and North America. The report examines how consumers
are engaging with social technologies using Forrester's global Social
Technographics segmentation.
"Social Technographics data can be used as a benchmark to help
understand where certain social media approaches might work and where
they might fail," said Forrester Research Consumer Insights Analyst Jacqueline
Anderson. "For example, while almost 40 percent of metropolitan
Chinese consumers can be classified as Collectors, only 10 percent in
Europe are [Collectors]. Providing the Chinese consumers with tools to
easily tag content would be helpful, while resources would be better
spent elsewhere for European target consumers."
Social networking continued to grow over the past year, which is one of
the biggest trends seen throughout the global update. The number of
people who joined social networks increased by 11 percent in Europe, 18
percent in metro China, and 11 percent in Australia. By comparison,
North America saw slightly less growth, with only an 8 percent increase.
On the other hand, between 2009 and 2010, no markets exhibited growth in
the number of people who create social content.
"A lack of growth in social creation translates into a lack of fresh
ideas, content, and perspectives," said Anderson. "For example,
one-third of online consumers in the US regularly watch user-generated
videos on sites like YouTube. But, only 10 percent of US online
consumers upload videos they've created to public sites. The traits
required to create social content are unique, and at this moment, the
consumer market interested in these behaviors has plateaued."
About Consumer Technographics
Forrester Consumer
Technographics(R) is the largest and longest-running survey of
technology's impact on consumers. Since 1997, Forrester has surveyed
more than 2 million households and individuals worldwide and today
provides data and insights on consumers in North America, Europe, Asia
Pacific, and Latin America. Marketing and strategy professionals rely on
Forrester's Consumer Technographics data for unique insights into how
technology affects the way consumers select, purchase, use, and
communicate about products and services.
About Forrester Research
Forrester Research, Inc. (Nasdaq: FORR) is an independent research
company that provides pragmatic and forward-thinking advice to global
leaders in business and technology. Forrester works with professionals
in 19 key roles at major companies providing proprietary research,
customer insight, consulting, events, and peer-to-peer executive
programs. For more than 27 years, Forrester has been making IT,
marketing, and technology industry leaders successful every day. For
more information, visit www.forrester.com.
© 2010, Forrester Research, Inc. All rights reserved. Forrester is a
trademark of Forrester Research, Inc.
SOURCE: Forrester Research, Inc.
Forrester Research, Inc.
Simone Levien, 617-613-6687
Public Relations Associate
press@forrester.com
