The Chatter Report: a global digital consumer survey, the most socially engaged companies, big data and BYOD

Accenture’s global digital consumer survey, Forrester’s views on BYOD and big data, a McKinsey report into how governments can help startups, and a LinkedIn study into socially engaged companies were the big research reports that drove the social conversation this week.

Every weekday the KINSHIP digital/Which-50 Chatter Report identifies the most influential conversation starters of the last week around the global social realm, and once a week we focus on the latest research from leading researchers and management consultants. This week there were over 10,000 mentions on the search terms we studied, slightly down on last week.

The most popular virtual water cooler conversation starter was a huge global study by Accenture, which surveyed 23,000 consumers in 23 countries. At the top end of the scale, the study found that almost 80 per cent of digital consumers around the world already share digital content or are planning to do so, and more than six in ten are willing to pay more for better Internet connections that enable them to watch video, TV or movies any time they want. At the bottom of the scale, less than a third currently create audio video content once a week or more — suggesting this is a new market with plenty of juice left in the tank.

Despite the best efforts of vendors and consultants to scare the bejesus out of them, consumers were split almost evenly (55/45) between those who are concerned about sharing personal data on the Internet and those who say ‘meh’.

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(Source: Accenture)

Forrester features twice in this Chatter Report. First, for a small infographic into BYOD, which found that the majority of information workers currently spend their own money on technology for the workplace. The second, for a tweet linked to a Forrester page with a variety of resources, including a report into big data which found a surprisingly small number of companies around the world — 15 per cent — are planning to invest in big data in the year ahead.

McKinsey, meanwhile, released a discussion paper about the kinds of steps governments can take to encourage startups — a topic much on the mind of the local entrepreneurial community at the moment. The paper, called “Creating growth clusters: What role for local government?” and written by Julian Kirchherr, Gundbert Scherf, and Katrin Suder, argues that the extent to which governments are capable of doing much is uncertain.

Nonetheless, policy makers at the regional and municipal levels are closer to the sources of innovation than those at the national level … While an enabling policy context might not be a precondition for seeding entrepreneurial activity, it may become more critical when taking a cluster to scale. To flourish, entrepreneurial activity requires a concentration of talent, infrastructure, capital, and networks — key success factors of a start-up ecosystem, as epitomised by Silicon Valley. Not all economic-policy instruments aimed at nurturing start-ups are at the city level.

Finally, in something of a reversal of form, tech industry research outfit Gartner tweeted about research from LinkedIn, which named it as one of the 25 most socially engaged companies.

The research is based on an analysis of LinkedIn data by Altimeter’s Brian Solis (author of “The 2014 State of Digital Transformation”) and focused particularly on the importance of engaged employees. Among its findings:

  • 54 per cent of engaged employees read content by their company through social media;
  • 40 per cent cite their company’s social media communication as the source for keeping informed on important news;
  • 38 per cent are more likely to share relevant company content with coworkers and customers when the company shares content in social media.

Tech companies featured very heavily in the top 25, with brands including Google, Adobe, Salesforce, VMware, Facebook, Teradata, Akamai Juniper, Cisco, and Yahoo also making the grade.

You can see the full list and further conclusions below.

Who to follow

@Accenture: “Updates on Accenture research, blogs, podcasts and more. Tweets by the Accenture Twitter Team.”

@Forrester: An independent research company that provides advice to global leaders in business and technology.

@Gartner_inc: “We deliver the technology-related insight necessary for our clients to make the right decisions, every day.”

@McKinsey: Advisor to the world’s leading businesses, governments & institutions with 100+ offices in 50+ countries.

About the authors

Mike Green is the CEO of KINSHIP digital. Andrew Birmingham is the editor and publisher of Which-50.

The Chatter Report is an initiative of the Which-50 Digital Intelligence Unit

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