Resources That Industries Devote to Social Media (Money and People)


The industries also varied significantly by the amount of resources – investments and employees – they devoted to social media. Exhibit III-19 shows two numbers for respondents in each industry: average spending on social media, and the spending in millions of dollars per $1 billion in average revenue for industry respondents. Two industries are spending far more on social media than the other nine:

Utilities: Spend about $4 million for every $1 billion in firm revenue, or nearly four times the average across all industries.

Media and Entertainment: Spend about $3.5 million for every $1 billion in firm revenue, or about three times the average across industries.

Industries spending the least on this measure: Travel-related (about $190,000 per $1 billion in firm revenue) and banking/financial services (about $910,000 per $1 billion in firm revenue).

Exhibit III-19: Industries That Spend the Most on Social Media: Media and Utilities (as Percent of Revenue)

Exhibit 3-19: Industries That Spend the Most on Social Media: Media and Utilities (as Percent of Revenue)

We also asked respondents to estimate their projected spending on social media by the year 2015 (both average and median). (See Exhibit III-20 but note that it shows average and medians – not, as in the chart above, averages and spending per $1 billion in revenue.) Looking at the average spending per respondent, those in the following sectors predicted the greatest increase:

  • Banking/financial services: From $15.5 million per respondent this year to $21.8 million in 2015
  • Consumer packaged goods: From $23 million to $31 million
  • High tech: From $19 million to $27 million
  • Telecom: From $20 million to $29 million

Exhibit III-20: Projected 2015 Spending on Social Media, by Industry

Exhibit 3-20: Projected 2015 Spending on Social Media, by Industry

The 11 industries showed big differences in the number of employees across the whole company who were working full-time on social media activities (Exhibit III-21). Industries whose respondents had the greatest number of social media staffers were media and entertainment (average of 102; median of 48); telecom (61 average; 20 median); high tech (63 and 24), and health care (61 and 15).

Exhibit III-21: Media and High Tech Industries Have the Most Employees Working on Social Media

Exhibit 3-20: Projected 2015 Spending on Social Media, by Industry

 



Mastering Digital Feedback – Findings: Global Consumer Industries
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