Many European companies have yet to recognise the business benefits of ‘Web 2.0’ apps like blogs, mash-ups and wikis, according to a survey by BEA Systems.
The study, conducted in seven European countries, found most organisations (57%) wanted more education about the potential value Web 2.0 offered.
Fewer respondents cited regulation of content and security as barriers to adoption (23% and 20% respectively).
BEA conducted the survey in May and June, interviewing 321 people in France, Germany, Italy, Norway, Spain, Sweden and the UK.
Just over four in ten said “improved interaction with customers” was the main reason to adopt Web 2.0 apps, while 31% pointed to improved employee interaction and 28% cited opportunities to create an easier interface with partners and suppliers.
Eighteen percent of respondents said they would adopt mash-ups within 18 months, compared to 6% that already have.
Related research: SMEs failing to exploit blogs, says study
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2:52PM on 12th September 2007
Interesting findings - particularly that 4 / 10 respondants seeking "improved interaction with customers". So much web 2.0 discussion focuses on "My Website" - there seems to be less attention to the myriad conversations about brands, products and services in websites beyond the control of companies. What many companies have still to wake up to is the valuable customer insight and potential interaction they can gain from consumer-generated media. It's often quicker, cheaper and offers more insight than traditional reactive market research. This opinion mobilises futher opinion and is playing a growing role in consumers choice.