A quick-look at some insights from Forrester around user adoption of social technologies.
While popular opinion would lead one to believe that adoption of social is driven by generational factors, the data shows a much more compelling pattern. According to Forrester Research, 39% of hypermobile professionals utilize mobile devices specifically to access social media for work. The drivers are purely business-focused. Users have embraced emerging social technologies through mobile devices because access to information, expertise, and collective action can be the defining factor between business success and failure.
For example, a salesperson that can access critical information as they are preparing for a critical meeting or working on a high-value proposal can tip the scale in their favor by having access to the right information at the right time. The convergence of social and mobile technology helps drive-up the likelihood of success; hence, they embrace both.
~ Excerpt from: Social, Mobile, and the Cloud Converge to Drive Competitive Advantage, a commissioned study conducted by Forrester Consulting on behalf of Igloo, May 2012.
Embracing social, mobile and cloud computing is often depicted as essential to attracting, retaining and harnessing the talent of the next generation workforce. And, as a Generation Y worker, I definitely have high expectations because of the hyper-connected world that I've grown up in. But according to Forrester, this new way of working is not just for your digital natives. In fact, the initial users of social technologies are actually the most highly education and senior leaders in the organization.
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