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Dubai: Web 2.0 activity is growing rapidly as consumers no longer visit the web to passively take in content; rather, they are actively creating content themselves, a survey conducted by global strategy and technology consulting firm Booz Allen Hamilton shows.
The survey shows 50 per cent of individuals who use the internet report that they use social media sites resulting in more than 420 million Web 2.0 users globally, of which 19 million are in the Middle East.
Penetration of Web 2.0 sites in the Middle East is not yet as prevalent, as only 15 per cent of users in Arab countries frequently visit Web 2.0 sites.
"Individuals not only use internet to gather third-party product recommendations and opinions, but also seek recommendations on buying decisions from social networks," says Gassan Hasbani, principal with Booz Allen Hamilton.
Caution
"In this new era of interactivity, corporations must be aware of what is taking place on the internet and in social media and must decide how to participate themselves. They must develop a strategy to address the threats posed and seize the opportunities it offers. In addition, they may need to change their business models to better fit the new online environment. Companies that ignore the growing trend do so at their own peril."
He says of the sites that Middle East users visit frequently are Amazon, Wikipedia, Hi5, and YouTube, followed by Mp3. com, MySpace, Blogger, and iTunes.
"Web 2.0 technologies have allowed individuals to engage in direct dialogue with one another and the new question for corporations is how they can be sure they are not left out of the conversation. The advent offers significant opportunities for firms to increase customer loyalty, increase operational efficiencies and increase product success and time-to-market," Hasbani said in an interview to Gulf News.
"Web 2.0 usage in the Middle East falls along more traditional lines. Usage continues to be dominated by younger males. Users share and participate without privacy concerns and data protection," says Hasbani.
In the Middle East, MySpace users open 54 per cent of their content to the public and limit only 46 per cent to themselves and their friends.
Public view
In the Middle East, a whopping 70 per cent of MySpace users allow the messages they send back and forth to their colleagues to be viewed by the public - essentially, carrying on instant messaging conversations that can be read by anyone, anywhere in the world.
In the Middle East, 84 per cent reported gathering purchasing recommendations online.
About 40 per cent of users worldwide, and 34 per cent of users in the Middle East are willing to use recommendations on purchases from unknown members of consumer platforms.
In fact, over 80 per cent of Middle East users take recommendations on purchasing from other users, one-third of which come from unfamiliar individuals.
"The survey suggests that companies may need to radically reshape their traditional marketing approaches in response to the transfer of marketing power from corporations to individuals," Hasbani said.
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