In 2023, Cyprus led EU countries with 41% of large enterprises using social media for customer involvement in product development, followed by the Netherlands at 32% and Finland at 30%. Despite technological advancements, countries like Hungary (5%) and Slovakia (7%) lagged significantly. From 2022 to 2023, trends showed moderate increases among top-performing countries, while others displayed stagnant growth. Estonia and Germany were at the lower spectrum with only 14%. Among the five-year CAGR, variation was minimal, reflecting a slow, but steady adoption of social media in large enterprises' innovation processes.
Future trends suggest an increasing importance placed on social media platforms for innovation engagement, driven by heightened customer expectations and technological integrations. Watching for significant digital transformations and regional policies supporting digital engagement strategies will be critical in predicting shifts in enterprise behavior.
Top countries in EU Countries by Share of Large Enterprises Using Social Media to Involve Customers in Development or Innovation of Goods or Services
| # | 10 Countries | Percent | Last Year | |
|---|---|---|---|---|
| 1 | 1 Cyprus | 41 | 2017 | |
| 2 | 2 Netherlands | 32 | 2017 | |
| 3 | 3 Finland | 30 | 2017 | |
| 4 | 4 Sweden | 25 | 2017 | |
| 5 | 5 United Kingdom | 24 | 2017 | |
| 6 | 6 Latvia | 23 | 2017 | |
| 7 | 7 Iceland | 21 | 2017 | |
| 8 | 8 Norway | 21 | 2017 | |
| 9 | 9 Ireland | 21 | 2017 | |
| 10 | 10 Slovenia | 20 | 2017 |
