The Great Information Glut 2011

January 9, 2012: The rate at which information is being used, shared and saved in the workplace is increasing at an incredible rate. At work we’re constantly becoming more connected, using more technology and creating more digital information.

In 2009, Howorth worked with Hitachi Data Systems to develop a public relations campaign that would provide a first perspective on the ‘Information Glut’, in a report which underlined how many organisations had been choked or rendered inflexible by the sharp growth in information.

Two years on, Howorth and Hitachi Data Systems revisited the subject to analyse whether the information glut was still a growing concern for businesses in Australia and New Zealand. In order to better understand the macro economic effects of the problem, Deloitte Access Economics was also commissioned to assess the extent to which information glut was impeding business productivity, and the benefit of improved information management on performance and the broader economy.

The Great Information Glut 2011: key findings

Hitachi Data Systems commissioned an independent study conducted by AMR, which found that 40% of organisations in Australian and New Zealand are suffering from too much information, up 5% from 2009. Almost every respondent (95%) admitted they experienced some degree of glut, with a quarter reporting significant impact on organisational performance.

Analysis by Deloitte also found that information glut is affecting Australia and New Zealand’s GDP and therefore their global competitiveness – estimating mismanagement of information is costing Australia’s economy at least $3bn per year and New Zealand $400m per year.

Hitachi is calling for businesses to start acting in order to manage the growth of the glut, stressing that Australia can no longer afford to be a nation of business bystanders. This ‘information intervention’ requires organisations to take a big picture look at existing systems and strategically align information management with business imperatives.

Howorth devised a media strategy that would maximise the reach of this news, conducting a series of embargoed media briefings with business and technology media to amplify the amount of quality media coverage. Following the briefings, a general news release was distributed.

The launch of the report received significant media coverage, with more than 40 pieces of traditional print and online media coverage.

Highlights included:

  • Neville Vincent, VP and general manager, was interviewed by ABC Lateline Business on launch day, outlining the key findings from the report. A six minute interview with Neville was also broadcast on Sky Business News’ Tech Report programme.
  • 40+ articles appeared in titles such as AAP,, Herald Sun, Daily Telegraph, Technology Spectator, iTWire, Computerworld, Computerworld NZ, Computer Daily News, Channel News and The Channel, more than doubling 2009’s coverage.

You can download a copy of the Great Information Glut 2011 report here