Toolbox.com PJA Survey Wave 6

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The sixth wave in a three year study into how professionals are consuming media. This wave delves into corporate social media policy, mobile usage, and activity trends for IT, HR, and finance professionals.

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Toolbox.com PJA Survey Wave 6

  1. 1. Toolbox.com/PJA Social Media Index Wave VI The Role of Social Media Policy and Mobile Devices in Professional Decision-Making brought to you by Toolbox.com and PJA Advertising + Marketing — Survey Results: October 13, 2010
  2. 2. Toolbox.com/PJA Social Media Index Executive Summary Completed in August 2010, the sixth wave of our multi-year study of social media use among global IT, HR and finance decision-makers demonstrates the rising importance of smartphones and the need for companies to simplify (or even set) social media policy. Key Findings: • 55% of IT, HR and Finance professionals surveyed already use a smartphone, nearly three times the percentage than the overall population. • The top 3 benefits of mobile devices are: 1. the ability to respond to work issues in real time (30.6%) 2. connectivity to e-mail (24.1%) 3. the ability to work at home (14.6%) • Less than 30% of respondents feel that advertisers understand their use of mobile devices for professional purposes “well” or “very well.” • Respondents use their mobile devices 2.35 hours a week to consume user-generated content, 1.81 hours for editorial content, and 1.68 hours for vendor content. • Top wish-list features for users’ next mobile device include larger screen (25.5%), faster performance (17.3%), and longer battery life (15.1%). * Results based on 2,927 completed responses to 26-question survey © 2010 Toolbox.com and PJA Advertising + Marketing Page 2 of 31
  3. 3. Toolbox.com/PJA Social Media Index Overview Study Goals: 1. To confirm the role of social media and smartphone Asia use in decision-making among global IT, HR, and 19.2% Finance decision-makers Survey Details: • E-mail blast to 400,000 Toolbox for IT, Finance and HR members worldwide from July 28 to August 18, 2010 North America • 26-question survey 51.4% Europe • 2,927 completed responses 17.9% Note: User-generated content and social media tools are defined as blogs, podcasts, online communities, wikis, and profiles/social networking. Rest of World 11.5% © 2010 Toolbox.com and PJA Advertising + Marketing Page 3 of 31
  4. 4. Toolbox.com/PJA Social Media Index Part 1: Ongoing Use of Social Media and User-Generated Tools
  5. 5. Toolbox.com/PJA Social Media Index Tracking Media Consumption in Wave VI Social media consumption continues to rise sharply among IT audiences. 5.86 6 5 4.72 4.59 4 3.74 3.81 Hours per week 3.54 3.35 3.35 3.41 3.05 3 2.85 2.79 2 W3 W4 W5 W6 W3 W4 W5 W6 W3 W4 W5 W6 1 0 Social/media/user generated Online editorial media Online vendor content content (Toolbox.com, (InformationWeek, CNN, (vendor-produced white Wikipedia, LinkedIn, etc.) WSJ.com, etc.) papers, webcasts, etc.) Q. How many hours per week do you spend online consuming or participating in the following media types? (Global results) © 2010 Toolbox.com and PJA Advertising + Marketing Page 5 of 31
  6. 6. Toolbox.com/PJA Social Media Index Tracking Media Consumption in Wave VI Social media consumption also has risen sharply for HR professionals. 8 7 6.02 6 5 Hours per week 3.77 3.89 4 3.1 3 2.77 2.13 2 W5 W6 W5 W6 W5 W6 1 0 Social/media/user generated Online editorial media Online vendor content content (Toolbox.com, (InformationWeek, CNN, (vendor-produced white Wikipedia, LinkedIn, etc.) WSJ.com, etc.) papers, webcasts, etc.) Q. How many hours per week do you spend online consuming or participating in the following media types? (Global results) © 2010 Toolbox.com and PJA Advertising + Marketing Page 6 of 31
  7. 7. Toolbox.com/PJA Social Media Index Tracking Media Consumption in Wave VI Social media consumption has risen sharply among finance professionals as well. 6 5.50 5 4.45 4 3.64 Hours per week 3.25 3 2.75 2.40 2 W5 W6 W5 W6 W5 W6 1 0 Social/media/user generated Online editorial media Online vendor content content (Toolbox.com, (InformationWeek, CNN, (vendor-produced white Wikipedia, LinkedIn, etc.) WSJ.com, etc.) papers, webcasts, etc.) Q. How many hours per week do you spend online consuming or participating in the following media types? (Global results) © 2010 Toolbox.com and PJA Advertising + Marketing Page 7 of 31
  8. 8. Toolbox.com/PJA Social Media Index Tracking Media Consumption in Wave VI Social media consumption among executives and professionals has surged again. Social media is now far outpacing editorial media in its popularity. 243 250 195 190 200 154 150 135 139 132 121 100 Social Social Social Social Media Editorial Media Editorial Media Editorial Media Editorial 50 Media Media Media Media 0 WAVE III WAVE IV WAVE V WAVE VI Note: The Toolbox.com/PJA Social Media Index uses editorial media consumption in Wave 1 to calculate a mean score of 100. © 2010 Toolbox.com and PJA Advertising + Marketing Page 8 of 31
  9. 9. Toolbox.com/PJA Social Media Index Part 2 : The Role of Social Media and Smartphone Usage in Decision-Making
  10. 10. Toolbox.com/PJA Social Media Index Social Media Policy Less than half of HR, Finance and IT professionals report a social media policy at work. Two- fifths are unsure if one exists. Not sure 19.3% Yes 47.1% No 33.6% Q. Does your organization have a social media policy in place? © 2010 Toolbox.com and PJA Advertising + Marketing Page 10 of 31
  11. 11. Toolbox.com/PJA Social Media Index Channel Use Nearly three-quarters use their personal e-mail for social networks like Facebook and 56% for professional networks; conversely, nearly two-thirds use their company e-mail for best practice communities. 120 3.5% 8.6% 100 11.2% 5.9% 7.9% Company E-mail 37.2% 19.8% Personal E-mail 80 59.1% 42.2% Do Not Use 42.2% 61.3% % of use 60 72.5% 56.4% 77.6% 40 53.8% 40.6% 49.8% 20 33.6% 23.3% 14.6% 6.1% 0 low .g., r, ) ) te r, lla are yze s eSh ks ySp g., Go rks e n, R work al) gge ) wit ) Ov es ( ace r , M s (e wa ) e, S etwo o mb g., T ua netw urn Blo ack niti erf ook ork t ink l ne lid n , Tu gs (e. , St mmu eJo g., ceb etw re, lr) ouT ng our sed ., L ona edI Liv gs (e. ., Y hari Fa ial n ub ., F -ba x.c e co Fli roblo (e.g fessi Sq Blo (e.g dia-s (e.g ation Soc lbo ctic ckr om c Pro Mi Too t pra Me Loc Bes Q. Which e-mail account do you use to participate in the following social media channels at work? © 2010 Toolbox.com and PJA Advertising + Marketing Page 11 of 31
  12. 12. Toolbox.com/PJA Social Media Index Social Media Channel Blocking Nearly half of companies block access to social networks such as MySpace and Facebook, and 1/3 to Twitter. 45% of companies do not block access at all. 50 40 30 44.6% 45.1% 20 38.5% 33.0% 10 20.3% 21.1% 10.3% 4.5% 0 low .g., , ySp g., ter ) ) ne are lla eSh ks r, ) e wa s yze s ace ) , M s (e re, work n, R work al) gge Ov es ( wit No r e, S etwo ) mb e.g., T ook ork ack uniti urn Blo erf Go net t lid ink al ne n ceb etw eJo g., mm ouT ng lr) our sed ( edI Liv gs (e. Fa ial n ua gs n ari ub x.c e co sio -ba Fli roblo Sq , St , Tu -sh Soc fes Blo (e.g ation lbo actic ., L om dia ckr ., Y c Pro (e.g ., F Mi Me Loc (e.g r tp Bes Too Q. To the best of your knowledge, which of the following social media channels are blocked at work? (Please select all that apply.) © 2010 Toolbox.com and PJA Advertising + Marketing Page 12 of 31
  13. 13. Toolbox.com/PJA Social Media Index Ease of Social Media Use at Work Only a small percentage of companies make the use of social media difficult in gathering job-related information. Very Difficult 6.7% Very Easy 18.4% Difficult 14.7% Easy 22.6% Neutral 37.5% Q. Does your company make it easy or difficult to use social media to gather information to do your job? © 2010 Toolbox.com and PJA Advertising + Marketing Page 13 of 31
  14. 14. Toolbox.com/PJA Social Media Index Social Media’s Role in Job Effectiveness The most valuable roles for social media in the workplace are making better decisions based on experienced peer insights and keeping up with industry knowledge and trends. 80 70 60 50 40 66.9% 63% 30 57% 20 37.9% 33.9% 10 13.6% 0 Make better decisions based on insights from like-minded professionals Solve problems in the workplace through experience-based advice Stay current and learn what my peers know Evaluate vendors and products Build professional reputation and advance career Social media does not help me do my job better Q. How does social media help you do your job better? (Please select all that apply.) © 2010 Toolbox.com and PJA Advertising + Marketing Page 14 of 31
  15. 15. Toolbox.com/PJA Social Media Index Mobile Device Usage More than half of respondents own a smartphone, while nearly 10% use a tablet computer such as an iPad. Nearly three-quarters use their mobile device at work. 60 27.5% 50 40 30 55.9% 44.8% 72.5% 20 10 8.8% 4.5% 0 mobile phone Smartphone Yes No the above computer Standard None of Tablet Q. What type of mobile device do you own? (Please select all that apply.) Q. Do you use a mobile device for professional purposes? © 2010 Toolbox.com and PJA Advertising + Marketing Page 15 of 31
  16. 16. Toolbox.com/PJA Social Media Index Mobile Device Platforms Blackberry and iOS are the most popular OS for mobile devices, though Android is gaining. Android 12.5% Bada (Samsung) 0.9% Blackberry OS 34.1% Danger OS (Hiptop) 0.0% iOS (iPhone) 23.7% Maemo (Nokia) 1.6% Palm Web OS 1.6% Symbian 10.4% Windows Mobile 12.7% Other 2.5% Q. Which operating system does your smartphone use? © 2010 Toolbox.com and PJA Advertising + Marketing Page 16 of 31
  17. 17. Toolbox.com/PJA Social Media Index Smartphone Acquisition Most smartphone users acquired their devices between 6 months and 2 years ago, while 2/3 of users get mobile devices through their employers. 15.4% 17.2% 46.7% 26.5% in the last 3 months 6.1% Yes 14.7% 3-6 months ago No 6-12 months ago No but we must pay for our mobile device user 1-2 years ago contracts out of pocket more than 2 years ago Not sure 29.9% 23.5% 20.0% Q. When did you acquire your smartphone? Q. Does your company provide mobile devices (standard mobile phones, smartphones, or tablet PCs) for professional use? © 2010 Toolbox.com and PJA Advertising + Marketing Page 17 of 31
  18. 18. Toolbox.com/PJA Social Media Index Mobile Device Productivity Responsiveness, e-mail connectivity and ability to work at home are the three top benefits of professional mobile device use. 80 70 60 1 30.6% 50 24.1% 2 3 40 14.6% 9.9% 30 10.9% 4.9% 15.0% 23.6% 20.5% 14.4% 20 9.7% 11.8% 10 14.0% 17.0% 13.1% .08% 15.1% 16.1% 4.3% 2.8% 5.7% 5.3% 0 Ability to work during commute Ability to multitask Ability to work at home Ability to respond to work issues in real time Ability to work around firewalls Ability to access the Internet almost anywhere Connectivity to e-mail Other Q. What are the top three benefits of your mobile device for increasing professional productivity? (Please select three in order of priority with “1” being the greatest benefit.) © 2010 Toolbox.com and PJA Advertising + Marketing Page 18 of 31
  19. 19. Toolbox.com/PJA Social Media Index Mobile Content Usage Types Nearly half of content professionals access on mobile devices is social media or user-generated. 120% 100% 25.5% 33.4% 35.2% 80% 44.6% 24.6% 60% 30.4% 39.1% 40% 35.6% Currently use 49.9% Would like to use 20% 36.2% 19.8% 25.8% Not useful to me 0 Social media/user-generated content (e.g., Toolbox.com, Wikipedia, Twitter, Facebook, LinkedIn) Editorial media (e.g., InformationWeek, CNN, WSJ.com) Vendor content (e.g., Vendor-produced white papers, webcasts) Applications or other interactive features designed to help you do your job better (e.g., ROI calculators) Q. What content types and tools do you access on your mobile device? © 2010 Toolbox.com and PJA Advertising + Marketing Page 19 of 31
  20. 20. Toolbox.com/PJA Social Media Index Advertiser Understanding of Mobile Less than a third of respondents feel that advertisers understand the mobile advertising environment well. Not at all Very well 5.4% 7.5% Not well 16.5% Well 22.3% Very well 7.5% Well 22.3% Neutral 48.3% Not well 16.5% Not at all 5.4% Neutral 48.3% Q. How well do you feel that advertisers understand your use of mobile devices for professional purposes? © 2010 Toolbox.com and PJA Advertising + Marketing Page 20 of 31
  21. 21. Toolbox.com/PJA Social Media Index Mobile Advertiser Involvement Most professionals want advertisers to provide apps and features that improve their job performance. 1.6% 14.2% 26% Advertise relevant products and solutions to me based on my information preferences 26.0% Sponsor community-based conversation and content that matters to me 19.8% Provide applications and features that help me do my job better; e.g., ROI calculators 38.3% None 14.2% 19.8% 38.3% Other (please specify): 1.6% Q. What do you think is the best way for an advertiser to get involved in mobile marketing? © 2010 Toolbox.com and PJA Advertising + Marketing Page 21 of 31
  22. 22. Toolbox.com/PJA Social Media Index Top 3 Channels and Apps Google search tops channels, while browsers top applications. Google services E-mail services Google Search and services Toolbox.com Calculator Wikipedia Facebook Facebook Calendar Browsers LinkedIn Twitter E-mail CNN 0 20 40 60 80 100 0 20 40 60 80 100 Channels for work Apps for work Q. List the top 3 information channels that you access on your mobile device for work: Q. List the top 3 applications that you access on your mobile device for work: © 2010 Toolbox.com and PJA Advertising + Marketing Page 22 of 31
  23. 23. Toolbox.com/PJA Social Media Index Media Usage on Mobile Devices: Professional Social media use continues to trump editorial and vendor content on mobile devices. 2.5 2.0 1.5 Hours 2.35 1.0 1.81 1.68 0.5 0.0 Social media/user-generated content (e.g., Toolbox.com, Wikipedia, Twitter, Facebook, LinkedIn) Editorial media (e.g., InformationWeek, CNN, WSJ.com) Vendor content (e.g., Vendor-produced white papers, webcasts) Q. How many hours per week do you spend consuming the following media types on your mobile device for professional use? © 2010 Toolbox.com and PJA Advertising + Marketing Page 23 of 31
  24. 24. Toolbox.com/PJA Social Media Index Media Usage on Mobile Devices: Personal Social media as a content choice nearly doubles editorial and vendor content for personal use. 3.5 3.0 2.5 2.0 Hours 1.5 3.18 1.0 1.9 1.1 0.5 0.0 Social media/user-generated content (e.g., Toolbox.com, Wikipedia, Twitter, Facebook, LinkedIn) Editorial media (e.g., InformationWeek, CNN, WSJ.com) Vendor content (e.g., Vendor-produced white papers, webcasts) Q. How many hours per week do you spend consuming the following media types on your mobile device for personal use? © 2010 Toolbox.com and PJA Advertising + Marketing Page 24 of 31
  25. 25. Toolbox.com/PJA Social Media Index Wish List of Mobile Phone Features More than 2,700 HR, IT and Finance professionals shared their opinions on the most desirable features they hope will be included in their next mobile phone. The top 5 “First Choice” responses: • Larger screen 25.5% • Faster performance 17.3% • Better phone coverage 11.9% • Longer battery life 15.1% • More seamless integration with laptop/desktop computer 8.6% Q. What would be the three most valuable features in your next mobile device that would increase your professional productivity? (Please select three in order of priority with “1” being the most valuable.) © 2010 Toolbox.com and PJA Advertising + Marketing Page 25 of 31
  26. 26. Toolbox.com/PJA Social Media Index Part 3 : Respondent Background
  27. 27. Toolbox.com/PJA Social Media Index Respondent Background IT HR Finance 4% 8.5% 3.9% 5.3% 10.3% 13.3% 3.3% 14.9% 8.4% 2.1% 27.9% 4.6% 24.1% 13.4% 16.1% 4.3% 26.4% 10.7% 14.9% 43.7% 20.5% 3.4% 5.7% 10.3% Executive Decision Maker 4% Executive Manager (CXO/VP) 3.9% Executive Manager (CXO/VP) 5.3% IT Decision Maker 13.3% HR Director 14.9% Finance Director 8.4% Business Manager 4.6% HR Manager 26.4% Finance Manager 13.4% IT Analyst/Admin 43.7% HR Professional 20.5% Finance Professional 14.9% Developer 24.1% HR Administrator 4.3% Finance Consultant 10.3% Other 10.3% HR Consultant 16.1% Auditor 5.7% Business Manager 2.1% Business Manager 3.4% Business Professional 3.3% Business Professional 10.7% Other 8.5% Other 27.9% Q. What is your job title/role? (Global) © 2010 Toolbox.com and PJA Advertising + Marketing Page 27 of 31
  28. 28. Toolbox.com/PJA Social Media Index Respondent Background Aerospace 1.2% Agriculture 0.4% Banking/Finance 8.6% Comm. Providers (ISP/Telco/Other) 2.6% Construction/Architecture 0.6% Consulting (Other) 3.6% Consulting (Technology) 12.1% Data Processing Services 1.1% Education 5.3% Energy (oil, gas, etc.) 3.0% Engineering 1.3% Government (incl military) 6.3% Healthcare 6.5% HR/Staffing/PEO 1.3% Insurance/Legal/Real Estate 3.6% Manufacturing/Process 10.8% Marketing/Advertising 0.5% Media/Entertainment 1.8% Non-Profit 1.7% Other 4.8% Research/Development 1.1% Technology (hardware) 2.7% Technology (software) 11.7% Transportation/Utilities 2.3% Travel/Hospitality 0.7% Wholesale/Retail 4.3% What is your business focus/industry? (Global) © 2010 Toolbox.com and PJA Advertising + Marketing Page 28 of 31
  29. 29. Toolbox.com/PJA Social Media Index Respondent Background 27.2% 41.7% Less than 1,000 employees Between 1,000 and 4,999 employees Between 5,000 and 10,000 employees More than 10,000 employees 10.5% 20.5% What is your company size? (Global) © 2010 Toolbox.com and PJA Advertising + Marketing Page 29 of 31
  30. 30. Toolbox.com/PJA Social Media Index Respondent Background 11.5% 51.4% 19.2% North America Europe Asia/Middle East Rest of World 17.9% What is your geographic location? (Global) © 2010 Toolbox.com and PJA Advertising + Marketing Page 30 of 31
  31. 31. Toolbox.com/PJA Social Media Index About the Authors Toolbox.com helps professionals do their jobs better by enabling them to easily share knowledge with experienced peers. The online communities at Toolbox.com include professional networking, blogs, discussion groups, wikis, and a vendor research directory through which executives and professionals collaborate to solve problems, make decisions, and increase workplace efficiency. Through the community, advertising partners can engage prospects and customers either directly or by integrating their message through a proprietary contextual matching engine. This combination of community and advertising value has made Toolbox.com a leading destination for professionals and a leader in online advertising. Toolbox.com is a division of Corporate Executive Board (NYSE: EXBD). For more information, visit www.toolbox.com. PJA is proud to be named a 2010 top midsize agency by BtoB Magazine. PJA is a $74 million advertising and marketing agency with offices in Cambridge, Massachusetts, and San Francisco, California. PJA serves a global roster of technology, life science and healthcare clients that includes: Novell, GE Healthcare, Boston Scientific, Limelight Networks, Trend Micro, Infor, and TriZetto. For more information, visit www.agencypja.com. © 2010 Toolbox.com and PJA Advertising + Marketing Page 31 of 31

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