Business and IT professionals are taking to social, mobile, and video in
a big way in the United States. They also have several favorite sources
of information on tech products. These are some of the findings in an IDG
Research Services survey of more than 2, 200 visitors to IDG media
sites such as CIO, Computerworld, InfoWorld, Network World (News - Alert), and PCWorld.
Tech savvy BtoB tech buyers, across multiple segments from healthcare to
finance and manufacturing to government, are key indicators for
marketers as they plan to reach a broader business audience.
than 40% said tech marketers' presence on the social web positively
influenced their satisfaction with the company (45%), likelihood to
purchase (43%), and willingness to recommend a company (43%). As
to what tech buyers look for in social sites, more than 50% seek
information about product offerings/directions, wish to see product
reviews/rankings, and would like tech marketers to respond to customer
Massive Mobile Use
Use of mobile devices is pervasive. Seventy-five percent of BtoB tech
buyers own/regularly use at least two or more mobile devices
(smartphones and tablets topping the list). The
vast majority use the devices for everything from email to apps, and
content consumption, including multimedia. Tablets topped
smartphones in every application usage category.
BtoB tech buyers are doing more than collecting information with their
mobile device. Forty-one
percent purchased a product in a six month period after seeing an ad on
their mobile device and 40%
looked for a product in a retail store. Again, tablets led
smartphones for this question in the BtoB survey conducted last summer.
Lights, Camera, Action
For 95% of BtoB tech buyers, the web is a constant source of
tech-related videos: 82% of the respondents post, forward, and/or share
such videos. This level of active engagement is illustrated by the
actions BtoB tech buyers are taking as a result of watching a
tech-related video. Almost
half purchased a product, nearly three-quarters researched an item, and
approximately half visited a vendor site, contacted a vendor for more
information, or looked for a product in a retail store.
Grazing for Information
For these BtoB tech buyers, the reliance on digital media is a given,
but they seek multiple sources. Ninety-two
percent rely on technology web sites, 60% tech vendor web sites, and
58% tech-related print publications. In addition, tech marketers cannot
ignore the growing influence of the social web. In fact almost a third
of the survey respondents turned to the social web in their search for
information, a figure that has shown continued growth each year.
While search is an important tool for discovery, when choosing what to
read on the web, 88% of buyers say they are more likely to click on a
link from a familiar and trusted source as they strongly prefer unbiased
product test/reviews/opinions (93%) and relevant content (86%). Asked
what content they will register for, the top items were newsletter
(56%), mobile apps (49%), and white papers (46%). Again, trust
in the source of the information drives more engagement.
"The survey findings show that while tech buyers may be early adopters,
they're good indicators for what marketers should prepare for with the
rest of the user population," said Matthew Yorke, CEO, IDG Global
Solutions. "A 2013 digital marketing program without consideration of
mobile usage and social interaction will miss a growing prospect base."
About International Data Group (IDG)
Data Group (IDG) is the world's leading technology media, events and
research company. Founded in 1964 and headquartered in Boston,
Massachusetts, IDG products and services reach an audience of more than
280 million technology buyers in 97 countries.
IDG Communications' global media brands include ChannelWorld®, CIO®,
CSO®, Computerworld®, GamePro®, InfoWorld®, Macworld®, Network World®,
PCWorld® and TechWorld®. IDG's media network features 460 websites, 200
mobile sites and apps and 200 print titles spanning business technology,
consumer technology, digital entertainment, and video games worldwide.
The IDG TechNetwork represents more than 500 independent websites in an
ad network and exchange complementary to IDG's media brands.
With expertise in branding, lead generation, and social media marketing,
IDG marketing services programs are strategically designed and
implemented to influence technology vendor prospects worldwide.
A recognized leader in conference and exhibition management, IDG
produces more than 700 globally branded technology and entertainment
conferences and events in 55 countries.
International Data Corporation (IDC (News - Alert)), a subsidiary of IDG, has more than
1,000 analysts who provide global, regional, and local expertise on
technology and industry opportunities and trends in more than 110
Additional information about IDG, a privately held company, is available
Trademarks and registered trademarks are owned by International Data
Group, Inc. All product and company names are trademarks of their
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