IT is changing fast, but not without confusion and disappointment, according to a couple of internal IDG studies, one with more than 3,000 technology buyers from six countries (U.S., Japan, Brazil, Sweden, UK and  Germany).

One revelation is nearly a third of the 3,600 respondents said they use tablets to consume technology information. That’s surprising given the iPad is really the only tablet out there in substantial volumes. Apple said it sold 7.33 iPads in the fourth quarter and it’s estimated 15 million were sold last year.

Less surprising is 57% said they use smart phones to consume tech information. Who do you know who doesn’t have a smart phone? Good god, Blackberries are free with carrier contracts.

But I suspect, smart phones are not commonly used to consume documents of length. They are geared to present small chunks of information. Only one person I know reads books on smart phones. But that’s not say a technology vendors can’t get their message across on smart phones.

Another study examined the impact of social media and mobility among 100 technology marketers. The survey suggests the application of mobility remains uneven. Some 28% confessed they are inexperienced with mobile applications while 23% said they don’t have a mobile web site (so much for fully exploiting all those smart phones!).  

To be honest, I’ve had a smart phone for six years and am unsure where I would place myself on the mobile app experience curve.   

Where the disappointment comes in is with social media, which is used heavily in marketing. In the same survey, more than a third said social media have fallen short of expectations. Only 18% said it had exceeded expectations.

But successful social media adopters are writing the social media playbook that everyone will eventually be using. And when that happens, they will have moved to the next level or onto something else.

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