Gartner claims 2013 will mark the start of larger scale big data technology deployments, with IT directors poised to step up their investments this year.
According to Gartner's worldwide study of IT leaders, 42 per cent said they had invested in big data technology already, or were planning to within the next 12 months.
The market watcher said the appetite for big data technologies is growing in line with end users' understanding of the business benefits it can provide.
Most of the big data hype is about handling the sheer size and speed of data available.
Doug Laney, research vice president at Gartner, said: "Most organisation are still in the early stages, and few have thought through an enterprise approach or realised the profound impact big data will have on their infrastructure, organisations and industries."
As a result, organisations are storing increasing amounts of operational, public, commercial and social data that they hope to put to use at a later date.
"By integrating and analysing a variety of data sources, not just individually, organisations can achieve the most extraordinary business insights, process optimisation and, of course, decision making," stated Gartner.
"Although most of the big data hype is about handling the sheer size and speed of data available, our research shows that the ultimate wins will be from those making sense of the broadening range of data sources."
The analyst house also claims competitive fears are prompting more companies to embark on big data projects, especially in the face of continued media hype.
Frank Buytendijk, research vice president at Gartner, explained: "IT and business leaders worry they are behind competitors in launching their big data initiatives.
"Not to worry, ideas and opportunities at this time are boundless, and some of the biggest big data ideas come from adopting and adapting ideas from other industries."
