Adoption and Use of Web 2.0 Technologies 2007 to 2012

The McKinsey company has been tracking the use of Web 2.0 technologies and tools since 2007 and providing us with easy to understand and interactive charts.  You can explore the results yourself here, but meantime I want to point out a few changes over this period of time.

Collaboration, video sharing and online video conferencing comes from behind to lead the pack. Five years just seems like a long time.  One can easily see the growth of video sharing which was not tracked until 2008 coming in at 27%:

2012
Top five of fourteen technologies tracked with video now at 41%.

2007

The study tracked users are by function with marketing coming in at 89% by 2012 having grown from 66% in 2008. Information Technology (IT)  the leader in 2008 at 70% grew five percentage points in 2012 to 75%.

Adoption rates have jumped since 2007 as well part of the switch to customer engagement. 

2007

2012

Partner Uses
As there is a continued focus on ethical supply chains the Partner Uses category should increase to meet customer users.  As Cone Communication has noted "Technology is making it even easier to find out what's really behind the products we buy..." also an example of customer uses.  Cone goes on to note "...with 78 percent of Americans willing to stop buying products with misleading environmental claims, the stakes for companies to not only behave responsibly, but communicate transparently, have never been higher."

Ruth Ann Barrett, Digital Savvy, May21, 2013, Cleveland, Ohio