Use of web 2.0 set to increase, says survey

Inbox/Outbox and Mesmo Consultancy have announced the results of a survey investigating the adoption in business of social networking and web 2.0 technologies.

Dr Monica Seeley, founder of Mesmo Consultancy, selected Inbox/Outbox 2009 to reveal the outcome of the survey, which confirmed that 41 per cent of respondents believe there will be an increase in the use of web 2.0 and more than 70 per cent are already using it as an alternative to e-mail in the business environment.

The survey targeted IT, marketing and business professionals to look at how, if at all, web 2.0 is generating profitable business for them.

Both generations X and Y were represented with 62 per cent in the 36 to 55 age bracket.

With computer manufacturer Dell recently reporting USD3m of sales generated from Twitter, it is indisputable that social networking outlets such as Twitter, Facebook and Linkedin are now being used as an integral part of business communication.

According to the results of Seeley's survey, the main driver for the increase in web 2.0 adoption seems to be the need to reduce the time spent sending e-mails and the volume of e-mails being sent.

Mesmo Consultancy found that organisations are wasting up to 21 days per person per year (45 minutes per day) through inappropriate use of e-mail.

It is this fact that has caused 71 per cent of respondents to cite the need for an alternative to e-mail, for communications and information sharing.

Despite the increase in interest towards social networking websites, blogs and wikis, there is still a great deal of concern and scepticism.

The three key reasons for not using web 2.0 technologies, as cited by respondents, were security, the lack of evidence supporting its effectiveness as a relevant business communications tool and the time it takes to use such media.

Seeley said: 'More than 51 per cent of the business professionals who took part in the survey highlighted security as a potential barrier to the evolution of web 2.0 in the workplace.

'Judging by the number of e-mails I receive on a daily basis from IT professionals who are struggling to make conventional e-mail systems bullet-proof, it is clear this will play a key factor.

'However, time and information overload are real problems for most of us.

'We are time poor and data rich and for many businesses there is no other option than to develop current communication tools and look at new ones.

Rich Tribe, managing director of Revolution Events, added: 'Web 2.0 is exciting and it does offer the opportunity for businesses, large and small, to be more efficient and productive.

'For this to work, there needs to be more reassuring, proven cases of success before it is more commonly used in business to improve productivity and increase sales.

'Already 45 per cent of internet users spend most of their time on user-generated websites but sound policies and clear practice guidance need to be in place to reassure IT professionals and office managers that business intelligence and data security is not at risk.

The current lack of clear guidelines and training was also highlighted in the survey with 36 per cent citing a lack of suitable training and education.

Only 29 per cent said their current computer acceptable policy explicitly covered the use of social networking.

The recent publication of the government's Digital Britain again highlights the need for far more focus on improving the level of IT competence and confidence among UK business.

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