It’s the Web corporations love to hate.
That seems to be the take-home message of a new survey from the folks at McKinsey on the use of Web 2.0 technologies — wikis, blogs, RSS feeds, podcasts, social networks and mash-ups.
On the one hand, it seems that Web 2.0 tools are becoming entrenched in the corporation. Executives told McKinsey that the tools they used experimentally last year are now “part of a broader business practice.” Use of things like Web services and blogs have moved beyond corporate walls to connect with customers and suppliers and – get this – the use of these tools is “intense.”
The unloving part? Well, for all that intensity, a lot of execs are lukewarm on the value of Web 2.0. tools: only 21% said they were satisfied with Web 2.0 tools, while 22% voiced “clear dissatisfaction.” Some of the disappointed (7%) are so turned off they have stopped using certain Web 2.0 tools altogether.
The survey, done in June, is based on answers from 1,988 executives from around the world and weighted by the gross domestic products of the countries to adjust for differences in response rates.
- Web services are by far the most widely adopted Web 2.0 technology, used by 58% of those surveyed.
- Blogs come in second at 34%, followed closely by RSS (33%), wikis (32%), podcasts (29%), social networking (28%), peer-to-peer activities (18%) and mashups (10%).
The survey picked up some interesting geographical differences.
- Developed countries in the Asia-Pacific region — that includes Australia, Hong Kong, Japan, New Zealand, the Philippines, Singapore, South Korea and Taiwan — registered the highest satisfaction with Web 2.0 tools. Latin America, the lowest.
- Execs in North America – the home of Facebook and MySpace, McKinsey notes – rated social networking higher than those in other parts of the globe. But North American execs also represent the largest percentage of respondents worldwide expressing overall dissatisfaction with Web 2.0 tools.
- At companies where Web 2.0 has taken hold, more than a quarter said the tools have changed interactions with customers and suppliers, 33% say the technologies have carved out new roles and functions inside the organization, and about one-third said they feel these technologies were actually changing the structure of their organizations.