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For B2C Marketing Professionals

The Growth Of Social Technology Adoption

October 20, 2008

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  • By Josh Bernoff
  • with Cynthia N. Pflaum,
  • Emily Bowen

Why Read This Report

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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Table of Contents

  • Consumer Participation Boosts Technology Growth

  • Rapid Social Computing Adoption Forces Marketers To Adapt
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