The Data Digest: Do Consumers Want To Co-Create With Companies?

Co-creation and crowdsourcing are hot because companies see these social technologies as a tool to engage with consumers in new and innovative ways and at the same time benefit from their involvement in the design and development of products. In a recently published report, “US Consumers Are Willing Co-Creators,” Forrester Technographics® data shows that 61% of all US online adults are willing co-creators, and they are open to co-creating across a large range of industries.

But interest isn’t equally high across different consumer industries. Below, you’ll find a graphic showing the top five industries that consumers are interested in participating with for co-creation efforts.

Household technology products like PCs and TVs top the list, but CPG, home entertainment (i.e., movies and music), household appliances (i.e., washing machines and refrigerators), and small kitchen appliances follow closely. As usual, men and women have different interests: While women account for 51% of all willing co-creators, they account for a much greater share of the audience interested in co-creating with CPG companies and clothing, footwear, and small kitchen appliance manufacturers.

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Consumers Are Willing Co-Creators: More On The Intersection Of Social Media And Consumer Product Strategy

In a prior post, I told you that 83% of companies use social media, but fewer than half of those have product teams that are currently using social media to influence product design, creation, or strategy. In that report, I also divulge that 72% of consumer product strategy (CPS) professionals claim that social media will enhance their existing capabilities of using customer input to shape product strategy. I've also posted about how social co-creation is an important opportunity for consumer product strategy (CPS) professionals -- and it's something that some, but not all, of those companies who are active with social media use. For those CPS pros who are not actively engaging in social co-creation, a common question is, "Do consumers want to co-create? And will they want to co-create with me?"

We asked US online adults those very questions, and in a word, the answer is YES. I outline the results of a recent survey of US online adults in a document entitled "US Consumers Are Willing Co-Creators: Activate Engaged Consumers With Social Technologies To Build Better Products." Some highlights of the survey include:

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