Social Media in Western European Vertical Markets: Analysis of Current and Projected Adoption
This IDC study focuses on social media tools used for business purposes across vertical markets, drawing on the results of IDC's 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 are for finance, discrete manufacturing, process manufacturing, telecom/media, utilities/oil and gas, retail/wholesale, professional services/transport, healthcare, and government/education sectors.
"In a highly globalized context, innovation is a critical factor of success for businesses and the basis of growth and competitiveness. Social media is not only a way to facilitate communication between corporations and individuals but also an opportunity to enhance internal procedures, increase brand awareness, estimate consumer perception, and build a loyal customer base. It is still developing in some vertical markets, which will soon leverage such tools to become more advanced and competitive. But not all these markets share the same perspective and vendors should tailor their value propositions accordingly, focusing on improvement for more mature markets and education of those reluctant to go social," said Andrea Minonne, research analyst, IDC European Industry Solutions.