International Data Corporation Report Highlights Social Media Adoption In Six Major Markets
International Data Corporation (IDC) publicized today the 2012 U.S. Social Media Trends by Vertical. The report highlights the adoption of social media as an emerging technology across six major vertical markets including banking, government, healthcare, manufacturing, retail and utilities.
The study found:
- Similar to Internet adoption in the 1990’s, B2C (Business to Customer) companies - especially retailers - are driving social media adoption while B2B (Business to Business) companies lag behind.
- Social media is enabling organizations to increase productivity and improve knowledge sharing as they leverage social networks to share best practices and identify appropriate resources.
- Across all verticals, moderating conversations about products and services was not a high priority. IDC notes that companies are not taking full advantage of the communications aspect of social media and are using it more as one way method of communication rather than collaborative communication.
Other key findings include:
- Increasing awareness of product and services is the top social media investment driver
- Respondents cited managing and tracking all posted content as the top challenge to social media
- Social networking accounts for half of the social media budget
- Marketing is the biggest user of social media and is driving the purchasing decision of these technologies.
The study also found that when comparing social media investment to other emerging technology areas, retailers more than any other industry are making strong investments. Successful retailers are integrating their mobile, analytic and social media strategies into one cohesive business approach. Social media touch points such as Facebook, Twitter, and Groupon are enabling these organizations to analyze customer behavior and in turn deliver personalized offers direct to a consumer’s mobile device.
Across all verticals, the research found that moderating conversations about products and services was not a high priority. IDC notes that companies are not taking full advantage of the communications aspect of social media and are using it more as one way method of communication – gathering feedback or pushing brand messaging to a wide audience – rather than collaborative communication as the medium was intended
About IDC
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 1000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide. For more than 48 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. For more information, please visit www.idc.com, email [email protected], or call 508-872-8200.
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Xiaomeng Li earned her Bachelor of Arts, magna cum laude, with Honors in Mass Communication and Fine Arts at Wilson College, Chambersburg, PA. She is now a Master of Arts candidate for New Arts Journalism program at the School of the Art Institute of Chicago (SAIC). Born in Wuhan, China, Li came to the United States in 2007. Her passion lies in popular culture, cross-cultural communication, and the relationship between the Chinese government, mass media and the civil society. Li is also an aspiring photographer who likes portraiture and the traditional darkroom experience.