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38% of Corporate Webcast Users Report
Year-over-Year Boost in Usage of Online Multimedia Applications,
according to IMS Survey
Results Highlight Momentum in Corporate Webcast
Adoption March 18, 2004 - Arlington, TX - More than
85% of individuals who use Webcasting in the workplace say
they used online audio and video in 2003 as much or more than
they did in the prior year, according to a study by Interactive
Media Strategies.
Of executives surveyed by IMS that have
used Webcasting, 38% say they expanded their use of the technology
in 2003 with another 48% of the audience saying that they
used Webcasting as much in 2003 as they did in 2002.
"Usage of online audio and video is a key
barometer for the future growth of the industry," said IMS
Research Director Steve Vonder Haar. "Executives that experience
a Webcast and are exposed to the communications power of online
audio and video are significantly more likely to deploy the
technology in their own day-to-day activities. In short, increased
usage sows the seeds for broader deployment of Webcasting."
Webcast usage increased most broadly among
executives working at companies that deploy multimedia-enriched
applications frequently. At companies deploying 50 or more
Webcasts annually, 58% of executives reported year-over-year
increases in their usage of online multimedia. At firms producing
five or fewer Webcasts a year, in contrast, only 9% of executives
reported increases in 2003 usage of online audio and video.
"Webcasting benefits inordinately from the
power of viral marketing," Vonder Haar said. "People exposed
to Webcasting rate the technology highly for its effectiveness
and then prove the point by deploying the technology for their
own use."
The usage data comes from IMS' Enterprise
Web Communications Survey, conducted in the Fourth Quarter
of 2003. Survey participants were polled on their perceptions,
individual use and deployment of audio Webcasting, video Webcasting
and Web Conferencing technologies.
Arlington, Texas-based Interactive Media
Strategies, www.interactivemediastrategies.com,
provides market research focusing on the ways that audio,
video and other Web communications capabilities are being
used for business purposes.
For more information, contact:
Steve Vonder Haar
Research Director
Interactive Media Strategies
(817)860-5121
svonder@interactivemediastrategies.com
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