The (Small) Business Case For Web 2.0

The report is based on a survey of over 3,000 companies. Two-thirds use some Web 2.0 apps. They report benefits such as increased marketing effectiveness (63%) and increased customer satisfaction (50%).

"How is your company using Web 2.0? (Or is it?) McKinsey & Company recently released the results of a survey of how more than 3,200 companies in a range of regions and industries use Web 2.0 tools and technologies. Companies were asked about the business benefits and organizational impact of 12 Web 2.0 technologies: blogs, mashups (a Web application that combines multiple sources of data into a single tool), microblogging, peer to peer, podcasts, prediction markets, rating, RSS, social networking, tagging, video sharing and wikis.

In this fourth year of the study, Web 2.0 continues to grow. Two-thirds of the respondents reported using Web 2.0 tools in their organizations. The percentage of companies using social networking (40 percent) and blogs (38 percent) rose significantly, as did the number of employees using Web 2.0."