Toolbox.com PJA Survey Wave 6

Toolbox.com/PJA Social Media Index Wave VI
The Role of Social Media Policy and Mobile Devices in Professional Decision-Making

brought to you by Toolbox.com and PJA Advertising + Marketing — Survey Results: October 13, 2010

Toolbox.com/PJA Social Media Index
Executive Summary

Completed in August 2010, the sixth wave of our multi-year study of social media
use among global IT, HR and finance decision-makers demonstrates the rising
importance of smartphones and the need for companies to simplify (or even set)
social media policy.

Key Findings:
• 55% of IT, HR and Finance professionals surveyed already use a smartphone, nearly three times the
percentage than the overall population.

• The top 3 benefits of mobile devices are:
1. the ability to respond to work issues in real time (30.6%)
2. connectivity to e-mail (24.1%)
3. the ability to work at home (14.6%)

• Less than 30% of respondents feel that advertisers understand their use of mobile devices for
professional purposes “well” or “very well.”

• Respondents use their mobile devices 2.35 hours a week to consume user-generated content, 1.81
hours for editorial content, and 1.68 hours for vendor content.

• Top wish-list features for users’ next mobile device include larger screen (25.5%), faster
performance (17.3%), and longer battery life (15.1%).

* Results based on 2,927 completed responses to 26-question survey

© 2010 Toolbox.com and PJA Advertising + Marketing Page 2 of 31

Overview

Study Goals:
1. To confirm the role of social media and smartphone Asia
use in decision-making among global IT, HR, and 19.2%
Finance decision-makers

Survey Details:
• E-mail blast to 400,000 Toolbox for IT, Finance and HR
members worldwide from July 28 to August 18, 2010
North America
• 26-question survey 51.4%
Europe
• 2,927 completed responses 17.9%

Note: User-generated content and social media tools are
defined as blogs, podcasts, online communities, wikis,
and profiles/social networking. Rest of World
11.5%


Part 1: Ongoing Use of Social Media and User-Generated Tools

Tracking Media Consumption in Wave VI

Social media consumption continues to rise sharply among IT audiences.

5.86
6

5 4.72 4.59

4 3.74 3.81
Hours per week

3.54
3.35 3.35 3.41
3.05
3 2.85 2.79

2
W3 W4 W5 W6 W3 W4 W5 W6 W3 W4 W5 W6
1

0
Social/media/user generated Online editorial media Online vendor content
content (Toolbox.com, (InformationWeek, CNN, (vendor-produced white
Wikipedia, LinkedIn, etc.) WSJ.com, etc.) papers, webcasts, etc.)

Q. How many hours per week do you spend online consuming or participating in the following
media types? (Global results)



Social media consumption also has risen sharply for HR professionals.

8
7
6.02
6
5
Hours per week

3.77 3.89
4
3.1
3 2.77
2.13
2
W5 W6 W5 W6 W5 W6

1
0




Social media consumption has risen sharply among finance professionals as well.

6
5.50

5
4.45

4 3.64
Hours per week

3.25

3 2.75
2.40

2
W5 W6 W5 W6 W5 W6
1

0




Social media consumption among executives and professionals has surged again. Social media is
now far outpacing editorial media in its popularity.

243
250

195 190
200

154
150 135 139
132
121

100
Social Social Social Social
Media Editorial Media Editorial Media Editorial Media Editorial
50 Media Media Media Media

0
WAVE III WAVE IV WAVE V WAVE VI

Note: The Toolbox.com/PJA Social Media Index uses editorial media consumption in Wave 1 to
calculate a mean score of 100.


Part 2 : The Role of Social Media and Smartphone Usage in Decision-Making

Social Media Policy

Less than half of HR, Finance and IT professionals report a social media policy at work. Two-
fifths are unsure if one exists.

Not sure
19.3%

Yes
47.1%

No
33.6%

Q. Does your organization have a social media policy in place?


Channel Use

Nearly three-quarters use their personal e-mail for social networks like Facebook
and 56% for professional networks; conversely, nearly two-thirds use their company
e-mail for best practice communities.
120
3.5%
8.6%
100 11.2% 5.9% 7.9% Company E-mail
37.2% 19.8% Personal E-mail

80 59.1% 42.2%
Do Not Use
42.2%
61.3%
% of use

60 72.5%

56.4% 77.6%
40
53.8%
40.6% 49.8%
20 33.6%
23.3%
14.6%
6.1%
0
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Q. Which e-mail account do you use to participate in the following social media channels at work?


Social Media Channel Blocking

Nearly half of companies block access to social networks such as MySpace and Facebook,
and 1/3 to Twitter. 45% of companies do not block access at all.

50

40

30

44.6% 45.1%
20 38.5%
33.0%

10 20.3% 21.1%

10.3%
4.5%
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Q. To the best of your knowledge, which of the following social media channels are blocked at
work? (Please select all that apply.)


Ease of Social Media Use at Work

Only a small percentage of companies make the use of social media difficult in gathering
job-related information.

Very Difficult
6.7%
Very Easy
18.4%
Difficult
14.7%

Easy
22.6%

Neutral
37.5%

Q. Does your company make it easy or difficult to use social media to gather information
to do your job?


Social Media’s Role in Job Effectiveness

The most valuable roles for social media in the workplace are making better decisions based on
experienced peer insights and keeping up with industry knowledge and trends.

80

70

60

50

40
66.9%
63%
30 57%

20 37.9% 33.9%

10 13.6%

0
Make better decisions based
on insights from like-minded
professionals

Solve problems in the
workplace through
experience-based advice

Stay current and learn
what my peers know

Evaluate vendors and
products

Build professional reputation
and advance career

Social media does not help
me do my job better

Q. How does social media help you do your job better? (Please select all that apply.)


Mobile Device Usage

More than half of respondents own a smartphone, while nearly 10% use a tablet
computer such as an iPad. Nearly three-quarters use their mobile device at work.

60 27.5%

50
40
30 55.9%
44.8% 72.5%
20
10
8.8%
4.5%
0
mobile phone
Smartphone

Yes No

the above
computer
Standard

None of
Tablet

Q. What type of mobile device do you own? (Please select all that apply.)
Q. Do you use a mobile device for professional purposes?


Mobile Device Platforms

Blackberry and iOS are the most popular OS for mobile devices, though Android is gaining.

Android 12.5%

Bada (Samsung) 0.9%

Blackberry OS 34.1%

Danger OS (Hiptop) 0.0%

iOS (iPhone) 23.7%

Maemo (Nokia) 1.6%

Palm Web OS 1.6%

Symbian 10.4%

Windows Mobile 12.7%

Other 2.5%

Q. Which operating system does your smartphone use?


Smartphone Acquisition

Most smartphone users acquired their devices between 6 months and 2 years ago,
while 2/3 of users get mobile devices through their employers.

15.4%
17.2% 46.7%
26.5%

in the last 3 months 6.1% Yes
14.7%
3-6 months ago No

6-12 months ago No but we must pay for our
mobile device user
1-2 years ago contracts out of pocket

more than 2 years ago Not sure
29.9%
23.5% 20.0%

Q. When did you acquire your smartphone?
Q. Does your company provide mobile devices (standard mobile phones, smartphones,
or tablet PCs) for professional use?


Mobile Device Productivity

Responsiveness, e-mail connectivity and ability to work at home are the three top
benefits of professional mobile device use.

80

70

60 1
30.6%
50 24.1% 2

3
40 14.6%
9.9%
30 10.9% 4.9%
15.0% 23.6% 20.5%
14.4%
20 9.7% 11.8%

10 14.0% 17.0% 13.1%
.08%
15.1% 16.1% 4.3%
2.8%
5.7% 5.3%
0
Ability to work
during commute

Ability to
multitask

Ability to
work at home

Ability to respond
to work issues in
real time

Ability to work
around firewalls

Ability to access
the Internet
almost anywhere

Connectivity to
e-mail

Other
Q. What are the top three benefits of your mobile device for increasing professional productivity?
(Please select three in order of priority with “1” being the greatest benefit.)


Mobile Content Usage Types

Nearly half of content professionals access on mobile devices is social media or user-generated.

120%

100%
25.5%
33.4% 35.2%
80% 44.6%

24.6%
60%
30.4%
39.1%
40% 35.6%
Currently use
49.9%
Would like to use
20% 36.2%
19.8% 25.8%
Not useful to me

0
Social media/user-generated
content (e.g., Toolbox.com,
Wikipedia, Twitter, Facebook,
LinkedIn)

Editorial media (e.g.,
InformationWeek, CNN,
WSJ.com)

Vendor content (e.g.,
Vendor-produced white
papers, webcasts)

Applications or other
interactive features designed
to help you do your job better
(e.g., ROI calculators)

Q. What content types and tools do you access on your mobile device?


Advertiser Understanding of Mobile

Less than a third of respondents feel that advertisers understand the
mobile advertising environment well.

Not
at all Very well
5.4% 7.5%
Not well
16.5%
Well
22.3% Very well 7.5%

Well 22.3%

Neutral 48.3%

Not well 16.5%

Not at all 5.4%

Neutral
48.3%

Q. How well do you feel that advertisers understand your use of mobile devices for
professional purposes?


Mobile Advertiser Involvement

Most professionals want advertisers to provide apps and features that improve
their job performance.

1.6%
14.2%
26%
Advertise relevant products and solutions to me
based on my information preferences 26.0%

Sponsor community-based conversation and
content that matters to me 19.8%

Provide applications and features that help me
do my job better; e.g., ROI calculators 38.3%

None 14.2%

19.8%
38.3% Other (please specify): 1.6%

Q. What do you think is the best way for an advertiser to get involved in mobile marketing?


Top 3 Channels and Apps

Google search tops channels, while browsers top applications.

Google services
E-mail services
Google Search
and services

Toolbox.com

Calculator
Wikipedia
Facebook

Facebook
Calendar
Browsers
LinkedIn

Twitter

E-mail
CNN
0 20 40 60 80 100 0 20 40 60 80 100

Channels for work Apps for work

Q. List the top 3 information channels that you access on your mobile device for work:
Q. List the top 3 applications that you access on your mobile device for work:


Media Usage on Mobile Devices: Professional

Social media use continues to trump editorial and vendor content on mobile devices.

2.5

2.0

1.5
Hours

2.35
1.0
1.81 1.68

0.5

0.0
LinkedIn)

InformationWeek,
CNN, WSJ.com)

papers, webcasts)

Q. How many hours per week do you spend consuming the following media types on your
mobile device for professional use?


Media Usage on Mobile Devices: Personal

Social media as a content choice nearly doubles editorial and vendor content for personal use.

3.5

3.0

2.5

2.0
Hours

1.5 3.18

1.0 1.9

1.1
0.5

0.0
LinkedIn)

InformationWeek,
CNN, WSJ.com)

papers, webcasts)

Q. How many hours per week do you spend consuming the following media types on your
mobile device for personal use?


Wish List of Mobile Phone Features

More than 2,700 HR, IT and Finance professionals shared their opinions on the most
desirable features they hope will be included in their next mobile phone.

The top 5 “First Choice” responses:
• Larger screen 25.5%

• Faster performance 17.3%

• Better phone coverage 11.9%

• Longer battery life 15.1%

• More seamless integration with laptop/desktop computer 8.6%

Q. What would be the three most valuable features in your next mobile device that would increase your
professional productivity? (Please select three in order of priority with “1” being the most valuable.)


Part 3 : Respondent Background

Respondent Background

IT HR Finance

4% 8.5% 3.9% 5.3%
10.3%
13.3% 3.3% 14.9% 8.4%
2.1% 27.9%

4.6%
24.1% 13.4%
16.1%

4.3% 26.4%
10.7%
14.9%
43.7% 20.5% 3.4%
5.7% 10.3%
Executive Decision Maker 4% Executive Manager (CXO/VP) 3.9% Executive Manager (CXO/VP) 5.3%

IT Decision Maker 13.3% HR Director 14.9% Finance Director 8.4%

Business Manager 4.6% HR Manager 26.4% Finance Manager 13.4%

IT Analyst/Admin 43.7% HR Professional 20.5% Finance Professional 14.9%

Developer 24.1% HR Administrator 4.3% Finance Consultant 10.3%

Other 10.3% HR Consultant 16.1% Auditor 5.7%

Business Manager 2.1% Business Manager 3.4%

Business Professional 3.3% Business Professional 10.7%

Other 8.5% Other 27.9%

Q. What is your job title/role? (Global)



Aerospace 1.2%
Agriculture 0.4%
Banking/Finance 8.6%
Comm. Providers (ISP/Telco/Other) 2.6%
Construction/Architecture 0.6%
Consulting (Other) 3.6%
Consulting (Technology) 12.1%
Data Processing Services 1.1%
Education 5.3%
Energy (oil, gas, etc.) 3.0%
Engineering 1.3%
Government (incl military) 6.3%
Healthcare 6.5%
HR/Staffing/PEO 1.3%
Insurance/Legal/Real Estate 3.6%
Manufacturing/Process 10.8%
Marketing/Advertising 0.5%
Media/Entertainment 1.8%
Non-Profit 1.7%
Other 4.8%
Research/Development 1.1%
Technology (hardware) 2.7%
Technology (software) 11.7%
Transportation/Utilities 2.3%
Travel/Hospitality 0.7%
Wholesale/Retail 4.3%

What is your business focus/industry? (Global)



27.2% 41.7%
Less than 1,000 employees

Between 1,000 and 4,999 employees

Between 5,000 and 10,000 employees

More than 10,000 employees

10.5%

20.5%

What is your company size? (Global)



11.5%

51.4%

19.2% North America

Europe

Asia/Middle East

Rest of World

17.9%

What is your geographic location? (Global)


About the Authors

Toolbox.com helps professionals do their jobs better by enabling them to easily share
knowledge with experienced peers. The online communities at Toolbox.com include
professional networking, blogs, discussion groups, wikis, and a vendor research
directory through which executives and professionals collaborate to solve problems,
make decisions, and increase workplace efficiency. Through the community, advertising
partners can engage prospects and customers either directly or by integrating their
message through a proprietary contextual matching engine. This combination of
community and advertising value has made Toolbox.com a leading destination for
professionals and a leader in online advertising. Toolbox.com is a division of Corporate
Executive Board (NYSE: EXBD). For more information, visit www.toolbox.com.

PJA is proud to be named a 2010 top midsize agency by BtoB Magazine. PJA is a
$74 million advertising and marketing agency with offices in Cambridge, Massachusetts,
and San Francisco, California. PJA serves a global roster of technology, life science and
healthcare clients that includes: Novell, GE Healthcare, Boston Scientific, Limelight
Networks, Trend Micro, Infor, and TriZetto. For more information, visit www.agencypja.com.


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