February 26, 2008

European Social Technographics® Revealed

How Europeans Are Adopting Social Technologies

by Rebecca Jennings

with Christine Spivey Overby, Josh Bernoff, Alice Bresciani

Executive Summary (This is a document excerpt)

Social technologies, such as blogs, networks, and wikis, already attract a significant percentage of online Europeans. However, to prioritize which Social Computing channels to use to communicate with consumers, marketers need to understand the usage profiles of their target audiences; using Forrester's Social Technographics Profiles will enable them to do so. In Europe, Social Technographics reveals strong differences in social technology adoption among countries. For example, the Dutch respondents were those keenest to join networks such as MySpace, while online Germans were most likely to post comments in forums and on other people's blogs.

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