Sharing is the New Buying

The study—subtitled “How to Win in the Collaborative Economy”—is the result of analysis of more than 90,000 consumers in the US, Canada and the UK. Working with Vision Critical’s cloud-based insight community technology, Jeremiah Owyang set out to develop a better understanding of how people collaborate with businesses and with each other. The 30-page report is loaded with information that lends clarity to a nascent collection of companies and marketplaces that seem, at first glance, unfocused and scattered. The report establishes a schema for how to think of much of the sharing/collaboration space—at least for now—while delving into demographic breakouts that should help marketers and others target their efforts more efficiently. [Source]