Emerging Technology

Business is embracing web 2.0: McKinsey

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More and more businesses around the globe are using web 2.0 tools, with firms in our region leading the world in their adoption of blogs and podcasts, a new McKinsey report reveals.

More and more businesses around the globe are using web 2.0 tools, with firms in our region leading the world in their adoption of blogs and podcasts, a new McKinsey report reveals.

While most businesses now have some web presence, web 2.0 goes beyond the humble website to include things like online sales and communication software, social networking, blogs and RSS.

According to a survey of more than 1600 executives around the world by the consulting firm, in 2008 the average business now uses 2.5 web 2.0 tools, up from 2.2 last year.

For businesses in Australia and the Asia Pacific, the blog is the web 2.0 tool of choice. Just on 48% of executives in the region say blogs make the biggest difference to their company – more than in any other part of the world.

Podcasts are also popular in the Asia Pacific, with only Indian business placing more value on the audio downloads.

The Europeans are particularly keen on web services such as online software, with 62% saying it is important, while executives in the US and Canada are most likely to say social networks are the most useful aspect web 2.0.

Managing knowledge, improving customer service and achieving better integration with suppliers are three most common tasks web 2.0 technologies are used for.

It appears the local preference for blogs and podcasts must be working, with the executives in the Asia-Pacific reporting by far the highest satisfaction level with their web 2.0 tools.

Around the world, just 21% of managers says they are satisfied web 2.0 is working for them, behind the 22% that report dissatisfaction. In the Asia Pacific, by contrast, satisfaction is at 40% and dissatisfaction at just 8%.

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