In September 2009, McKinsey & Company revealed the results of a global survey on trends in Web 2.0 in the enterprise. Prediction markets were included among 12 core Enterprise 2.0 technologies. Adoption within global corporations has risen from less than 1% in 2007 to 8% in 2009.

We were delighted that prediction markets were identified as a key Web 2.0 technology. However:

Respondents who report that Web technologies have strengthened their companies’ links to customers also cite blogs and social networks as important. Both allow companies to distribute product information more readily and, perhaps more critically, they invite customer feedback and even participation in the creation of products.

Similarly, among those capturing benefits in their dealings with suppliers and partners, the tools of choice again are blogs, social networks, and video sharing. While respondents tell us that tapping expert knowledge from outside is their top priority, few report deploying prediction markets to harvest collective insights from these external networks.

This disconnect is puzzling to us. Prediction markets offer an efficiency of consensus that is not delivered by enterprise social networks. Platforms like Foresight offer effective leading business indicators that convert straight to actionable decisions.

Respondents, have you considered requesting additional information from us so that we can help you harvest collective insights from your external networks?

According to recent McKinsey Global Survey Results, “The heaviest users of Web 2.0 applications are also enjoying benefits such as increased knowledge sharing and more effective marketing.  These benefits often have a measurable effect on the business.” Prediction markets are one of twelve key components of Enterprise 2.0 technologies.  According to McKinsey & Company, prediction market adoption within corporations has risen from less than 1% in 2007 to 8% in 2009, as large companies are embracing Web 2.0 tools.

To read more about the McKinsey Global Survey findings and the benefits of Web 2.0, visit McKinsey.com - Business and Web 2.0: An interactive feature.  Note: Free registration required to view entire articles, and Premium membership required to access entire study.