IDC Study Confirms the Growing Acceptance of Social Media for Business Purposes Among Western European SMBs
25 Feb 2013
MILAN, February 25, 2013 — A new study from by International Data Corporation (IDC) shows that 28.6% of Western European SMBs with between 20 and 499 employees currently deploy some form of social media for business purposes, and moreover adoption is projected to progress at a fast pace in the next two years.
The study finds that:
- There is strong correlation between company size and level of adoption of social media for business purposes, the larger the company the higher the adoption of social media tools for business purposes.
- By mid-2014, survey results show that 56% of higher end midmarket companies with 250-499 employees will have embarked in a social media journey, against 40% of small SMB with between 20 and 49 employees.
- SMBs reveal a higher maturity in using social media for customer facing and marketing processes, but fail to identify how to effectively leverage social media tools into other processes.
"Adoption of social media tools within the business is progressing at a fast pace among Western European SMBs, as business executives are increasingly supportive." said Nina Bonagura, senior research analyst, IDC European Industry Solutions. "Cost is nonetheless still a challenge, as economic conditions make it difficult to raise and set aside the necessary funds for investment. So providing clear ROI measures, best practices, and educate SMBs through evidence based business cases that weight both tangible and intangible benefits associated to social media in delivering on business goals is crucial."
The study — The evolution of Social Media among Western European SMBs: an IDC Survey (IDC #MM02V, February 2013) — leverages results from the recent IDC European Vertical Markets Survey 2012, which surveyed 1,603 Western European companies, including 791 small and midsize companies with 20–499 employees. To find out more about the survey methodology and coverage, please refer to IDC's free methodology study, A Look Into 2013 Vertical Markets and SMBs: IDC European Vertical Markets Survey 2012, Methodology (IDC #M11U, October 2012).
IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide. For more than 45 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.
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