McKinsey: How businesses are using Web 2.0 – one year later

6 Aug 2008 (Wed)

ONLY 21 PERCENT OF the executives surveyed by McKinsey this year (2008) said they are satisfied overall with Web 2.0 tools, while 22 percent voiced clear dissatisfaction. By contrast, over half the executives surveyed by McKinsey last year (2007) said they were pleased with the results of their investments in Internet technologies over the past five years, while a mere 13 percent say they are disappointed with previous investments.

The reason? McKinsey’s findings suggest that companies are coming to understand the difficulty of realizing some of Web 2.0’s benefits. “However, fundamental changes are beginning to take place among the satisfied companies… [They] are not only using more technologies but also leveraging them to change management practices and organizational structures. Some are taking steps to open their corporate “ecosystems” by encouraging customers to join them in developing products and by using new tools to tap distributed knowledge.”

Mix of technologies used is changing: Blogs, RSS, wikis, and podcasts are becoming more common, perhaps because companies have a greater understanding of their value for business (Exhibit 1).

A Changing Mix of Web 2.0 tools

More technologies are in use: Overall, the respondents say that their companies are using 3.4 technologies from an expanded list, versus 2.2 in 2007. Companies use Web 2.0 technologies more frequently for internal than for external purposes, and the rate of deployment remains high for almost all kinds of uses (Exhibit 2).

Web services remains highest used: Respondents rate Web services (software that makes it easier to exchange information and conduct transactions) as the most important tool, with Europeans providing the highest marks. Companies in all regions perceive wikis and blogs as fairly important, and the use of both tools has increased over the past year.

Satisfaction varies markedly by geography: The developed countries of the Asia-Pacific region had the largest percentage of respondents expressing the highest level of overall satisfaction with Web 2.0 tools, and Latin America had the lowest (Exhibit 4).

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Posted by J.K. in Business, Marketing, News, Social Media | View Comments |

  • Web Design Zoo

    Huge increase in the number of blogs. We must start thinking web 3.0!

  • claudia

    I think technology is so forward. It is good to know more information of which I am not aware of. Thanks for your post.

  • rukee


  • The Cat Asleep

    Same opinion as above. Thanks for sharing this post. Keep it up

  • Bookmakers

    I can’t help but think that within 1-3 years time you’ll start seeing one click Gmail, maps, and even adsense ads

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