Benefits from using Web 2.0 - McKinsey report

Interesting article from McKinsey who have surveyed companies asking what Web 2.0 technologies they have used and what benefits they have gained.

The majority of those surveyed reported significant gains in at least one area, whether they were using the technologies internally or for external communication. But the reported gains were nearly all rounded (e.g. 15% or 20%) which suggests they were not accurately measured. The one area where precise measurements were recorded was in increasing the effectiveness of marketing (for awareness, consideration, conversion and loyalty) so the respondents seem to be making use of available measurement tools.

It is worth reading the report to note the development of leaders who are using several technologies effectively and also the way that India is alongside North America as the region making the most use.