Executives prefer LinkedIn over other networks: Study by Society for New Communications Research

In a study conducted by Society for New Communications Research, 97% of the executives preferred LinkedIn over other social networks.The number in 2009 stood at 92% for LinkedIn.

The study was conducted by interviewing 114 executives across 10 countries with majority of the respondents holding key positions in the organisation.

In comparison, the usage of Twitter dropped from 40% in 2009 to 33% in 2010. Astoundingly, the usage of Facebook reduced steeply with 51% in 2009 as compared to 20% the year after.

Speaking about the study, Donald Bulmer (VP of Global communications, industry and influencer relations at SAP) and Vanessa DiMauro (CEO of Leader Networks) wrote :

Hundreds of other networks were mentioned, many by only one or two respondents. Business professionals are changing how they collaborate as a result of online professional communities and peer networks.

In 2010, 55% of the executives use 3-5 social networking websites as compared to 50% in the previous year. A slight shift in the usage but indication of growth of social networks in general and going beyond the scope of the major networks.

Taking the professional networks into consideration, the main purpose of them as defined by the executives is for relationship management and decision support. 60% of the respondents found increased competitive brand monitoring and performance with equal percentage of people using these online professional networks for connecting with other professionals.

In terms of method of use, 97% of the users would use on a PC or a Mac. Usage of these social networks has also increased from mobile phones with more smartphones becoming available and almost all networks having a mobile friendly application. 59% used the social networks via a mobile device in 2010 as against 44% in 2009. Amongst these, 52% used an iPhone, 37% a BlackBerry, 15% on Android and 15% on an iPad.

The usage isn’t short term or an occasional basis as 43% login more than three times each day; more than 33% once a day and a small 2% login occasionally.

Read the full report here : http://www.slideshare.net/sncr/the-new-symbiosis-of-professional-networks-2010