Walkers: using social media in new product development

With recent comScore research reporting that 75% of adult internet users in Europe visited a social networking website in December 2008, brand owners are taking notice of the potential of social media for involving consumers in new product development.

Walkers: Using social media in new product development

Dan Calladine WARC Online

Research from comScore recently revealed that 75% (211m) of adult internet users in Europe visited social networks in December 2008.  Bearing in mind that three years ago social networks were almost unheard of in Europe, this is an amazing statistic.

Generally speaking, each market has its favourite local network (for example: Hyves in Netherlands; Studivz in Germany: Tuenti in Spain), but Facebook has started to make real inroads into markets outside the UK, particularly in Italy. 

An Italian colleague recently explained to me that if...

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