One of the lead researchers, Swaran Sandhu from the University of Lucerne, Switzerland, said
"We did not expect the field to mature so quickly. Four out of five participants of the survey read Weblogs regularly, two out of five daily. A year ago Weblogs were spoken about, but they were not integrated into the daily media consumption of communication professionals. Today they seem to be indispensable.
85% of the participants think that Weblogs and Social Software are revolutionizing the way we communicate. 89% believe the new communication platforms such as Weblogs and Wikis are becoming accepted communications platform in the same way as website. 20% sees Weblogs as overhyped and not very relevant for their daily operations.
As the most relevant factors limiting the use of weblogs or social software in companies/institutions is a lack of return on investment (42% up from 31% in 2006), as well as a lack of personnel capacity to handle the new communication challenges (69% up from 22% in 2006).
Also interesting is this question, the answers to which I think apply to the academic world as well:
What are the biggest challenges using weblogs brings for your organization?
83% (10% in 2006): Having time to blog regularly
83% (37% in 2006): Reacting to comments/feedback by the audience
80% (39% in 2006): Creating Content and Ideas for posts
88% (40% in 2006): Integrating blogs into communication strategy
And they also provide us with an interesting graphic on the 'virtuous circle of blogging':
A graphic that I however can't make very much sense of. I fail to see why a) blogging is necessarily about environmental scanning and why b) reaching new audiences leads back to environmental scanning.
The pdf of the survey results contains a 'suggested citation' for quotes from their study. Unfortunately the pdf is copy protected and I'm in no mood to retype their suggestion, so here just comes the link.