IDC finds social not key buying influence

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Technology buyers are increasingly using social media networks to keep up with trends and connect with their peers, but they do not yet view them as key influencers in making technology purchase decisions, according to a new report from International Data Corp. IDC’s “2012 Buyer Experience Study” was based on an online survey of 199 b2b technology buyers conducted in March.

It found that 84.0% of respondents said they use social networks to keep up with trends and stay connected. However, only 18.6% said social networks have influenced how they interact with vendors and make purchase decisions. “It would seem that tech vendors and tech buyers are inhabiting many of the same social media spaces, but social marketing as a more intentional effort to influence buyers still needs work,” said Rich Vancil, group VP-executive advisory strategies at IDC.

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