2007 to 2008 Social Technographic Data Indicates Increase In Adoption

Japan's Social Technographics 2008

Despite’s Wired’s opinion piece that blogging is waning (they cite no data), perhaps some of the most important data for this year is this recently released Social Technographic Data from colleague Josh Bernoff showing an increase in adoption in United States of Social Technographics from 2007-2008.

He points out that inactives (people that cannot be reached through social technologies) has reduced from 44% to 25%. This means that three fourths of the US online users is touched by social technologies. Also note that more people who consume this content has increased from 48% to 69%.

Do note that to be accurate in your marketing, like you have specific personas for your marketing efforts, you’ll need the same technographic profiles for those personas. Age, culture, professional, and other factors all play into each technographic ladder.

There’s so much more to explore here, from specific cultures, regions, age groups, but looking at this bigger picture of a one year trend tells a bigger story –adoption so far, has increased. I also recommend you read Sifry’s state of the global blogosphere as well as access more social technographic data (now including Canada) at the profile tool, at no charge.

Discussion points

  • Does your marketing efforts match the changes in online consumer behavior?
  • Should we expect this to plateau? if so when?
  • At what point will we see a decrease, if at all?
  • Are you prepared to answer these four questions of social media in an economic downturn?
  • Are you and your company ready to address these social media challenges?