US Consumers Are Willing Co-Creators

According to our most recent survey of product strategy professionals, 62% of all companies are not using social media to interact directly with their customers in order to influence product creation, design, or strategy. While numerous barriers may stand in their way, consumer interest is not one of them. Sixty-one percent of all US online adults are willing co-creators, and they are open to co-creating across a large range of industries. With such wide-ranging interest in participation, product strategists should feel comfortable proceeding with co-creation strategies, a key tool for implementing open innovation. This report is an update to "US Consumers Are Willing Co-Creators," originally published in August 2010, and provides an overview of the opportunity to co-create new products and services with US consumers.