More Related Content Similar to Toolbox.com PJA Survey Wave 6 (20) Toolbox.com PJA Survey Wave 61. 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. 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. 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
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. 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. 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. 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
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. 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%
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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. 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%
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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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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. 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. 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. 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. 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