October 20, 2008

The Growth Of Social Technology Adoption

by Josh Bernoff

with Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Social technology adoption increased tremendously this year. Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007. What else changed? Ratings and reviews, "voting" for Web sites, and peer-generated video experienced the largest growth, while blogs and tagging closely followed. Older adults are now also more likely to participate socially as Spectators and Critics, placing them in the active rungs of our Social Technographics® ladder. Marketers have to get on board with social now — more advanced marketers will speed up customer-driven innovation, sharpen metrics, and improve customer experience. Those who wait to join in will find it increasingly hard to catch up.

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