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Eine McKinsey Studie zeigt, dass Firmen, die Web 2.0 Technologien intensiv nutzen, grössere Marktanteile und bessere Margen haben.

Nielsen/McKinsey Unternehmen, zu Entwicklung & Möglichkeiten von transmedia: "A new sector in entertainment has been developing over time, capitalizing on the abundance of platforms from which consumers can be reached.  "Transmedia storytelling" engages consumers through different means, shifting from the traditional linear story, to a more complex, multi-dimensional "story world."  

Executives can use a model the Sloan Center for Internet Retailing have developed called LEAD (listen, experiment, apply, develop) to create a road map that will help companies thrive in the online world's environment of constant change.

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.