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Social Media in Western European SMBs: Meeting Business Objectives and Customer Demands Through Digitalization

This IDC study examines how social media is employed in Western European small and medium-sized businesses (SMBs), drawing on the results of the IDC European Vertical Markets Survey carried out between August and October 2014 in France, Germany, Italy, Spain, and the U.K. among 1,588 companies with more than 10 employees. Results provided in this study are exclusively for SMBs, with a total sample of 751 companies.

"Digital technologies have sharply changed consumer behavior and the way businesses approach customers. The exposure to new technologies is revolutionizing how firms communicate with clients, facilitating a more direct contact and an improved decision-making cycle, by gathering information from social platforms. SMBs have embraced social media strategies both for internal purposes (such as sharing knowledge within the company) and marketing decisions (such as running campaigns or gaining feedback). Social media growth is surprising, showing that many Western European SMBs are turning to social strategies as a response to the wide adoption of new technologies from the consumer world," said Andrea Minonne, research analyst, IDC European Industry Solutions.

Please Note: Extended description available upon request.


IDC Opinion
In This Study
Methodology
Definitions
Business Size
Vertical Markets
Social Platforms
Situation Overview
Introduction
Western European SMBs Current Adoption Rate
Adoption by Business Size
Adoption by Vertical Market
Future Outlook
Investments Plans in Social Media
Investments by Business Size
Investments by Vertical Market
Social Media Adoption: Drivers
Adoption Drivers by Business Size
Adoption Drivers by Vertical Market
Social Media Adoption: 2014 versus 2013
Essential Guidance
Learn More
Related Research
Synopsis
Figure: Western Europe SMBs Percentage of Companies Adopting and Not Adopting Social Media by Business Size
Figure: Western Europe Percentage of SMBs Adopting Social Media by Vertical Market
Figure: Western Europe Percentage of SMBs Not Adopting Social Media by Vertical Market
Figure: Western Europe Percentage of SMBs Expected to Use Social Media by Business Size
Figure: Western Europe Percentage of SMBs Expected to Adopt Social Media by Vertical Market
Figure: Western Europe SMBs' Reasons for Adopting Social Media for Business Purposes by Business Size (%)
Figure: Most and Least Recurrent Reasons for Social Media Adoption Across Vertical Markets
Figure: Western Europe SMBs' Reasons for Adopting Social Media for Business Purposes by Vertical Market (%)
Figure: Western Europe SMBs Social Media for Business Purposes: Comparison of 2014 and 2013 Surveys
Figure: Western Europe SMBs Social Media for Business Purposes: Current Adoption and Adoption Plans by Business Size
Figure: Western Europe SMBs Social Media for Business Purposes: Current Adoption and Adoption Plans by Vertical Market

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