What’s your library’s digital influence score?

The major finding of the 2010 Digital Influence Index — released by Fleishman-Hillard International this week — emphasizes the Internet and its importance for consumers worldwide. The study measures the degree of use of digital goods, services and behaviors including social media. The DII now includes ~50% of the global online population in France, Germany, Canada, China, Japan, the UK and the United States.

The Digital Influence Index sheds some light on the global influence of the ‘Net on our lives along these themes:

  1. Lack of funding: Globally, the digital dominates in influence. The ‘Net is the most important medium in the lives of consumers everywhere but many countries continue to underinvest in it.
  2. On the edge: Asian users are early adopters. The ‘Net is the most important medium in all countries, especially in China, home to the world’s largest and fastest-growing population of online users.
  3. Canadians are social: Sixty-nine per cent of Canadian consumers have a Facebook account, compared with 47 per cent across the seven countries. While Canadians use social media, they are cautious about how much they reveal online. 
  4. Beyond mainstream: The digital is core to decisions worldwide for research, the economy and peer influence. The Internet plays an integral role in decision-making.
  5. Information overload: More users are trying social media, sharing everything and generating content — alot of personal information is shared and too little of it (in raw form) is useful.
  6. Trust: some users trust the most when they have access to multiple sources — and their networks are important sources.
  7. Contracted bloggers are not trusted: Net users report low trust in content produced by sponsored or paid bloggers.
  8. Real-time channels: microbloggers trust those that engage in real time, and who monitor online activities. They view online listening as a sign that organizations care about them. ~75% percent of survey respondents say companies that microblog — sending short, frequent messages via Twitter or status updates on Facebook — are more deserving of their trust than others.
  9. Mobility gap: As services and speed accelerate in uptake, mobile users are buying smartphones in droves — but realize only a fraction of their potential. While the mobile Internet is growing, a gap exists between what mobiles can do and what individuals use them for…
  10. Where now?: Will the Net grow or flatten out in years to come? Will users influence its growth? Answers vary in various parts of the world but in China it is a resounding “yes!” 24 per cent of Canadians believe that the Net will have an influence on their decisions in the next two years.



About smertlibrarians
We are a group of academic librarians interested in social media.

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