Europeans Have Adopted Social Computing Differently

Start Here To Align Your Social Media Activities With Your Markets

with Jaap Favier, Josh Bernoff, Michèle Bouquet, Olesia Klevchuk

Executive Summary (This is a document excerpt)

European consumers haven't adopted Social Computing equally. Different stages of Internet adoption, varying access speeds, and cultural differences help create a unique profile for each nation. Interactive marketers devising European Social Computing strategies need to address these differences by concentrating specific Social Computing activities in those countries where consumers practice them the most.

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NOTES & RESOURCES

Not All Europeans Have The Same Social Skills

More Than Half Of European Online Consumers "Do" Social Computing

Europeans Participate In Six Different Ways

Each Country Has Unique Social Computing Characteristics

The Internet Will Not Be A Social Computing Melting Pot

recommendations

Fit Marketing To Countries' Social Media Habits

Supplemental Material

We drew data from Forrester's Consumer Technographics surveys.

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Analyst:	Mary Beth Kemp
Technology:	Customer Experience, Emerging Marketing Channels, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0, Web Site Design
Geography:	Europe

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