IDG Research Shows How Much Digital Is a Part of Consumers’ Lives
FRAMINGHAM, Mass.–(BUSINESS WIRE)–The digitizing of America continues at a rapid pace spurred on by mobile devices. IDG Research Services surveyed more than 3,100 visitors to IDG technology media sites in the U.S., such as PCWorld, Macworld, CIO, and Computerworld, to determine information consumption behaviors. The research—“The Echo Effect: Understanding the Value of Tech Buyers”—underscores the power of social media, the widespread use of mobile devices, and the reliance on video to make purchase decisions.
“Mobile usage has been soaring for a while but advertising has not. This research is a wakeup call for marketers.”
A smartphone or tablet is replacing PC-based activities. At least once a month, a large majority of users go mobile for email, use apps to seek tech news and information, engage in purchase-related activity and view video or other multimedia experiences.
Two-thirds of the tech-savvy respondents own/regularly use two or more mobile devices and one-third of their time is spent each week accessing tech info online via a mobile device.
“The reliance on mobile devices for purchase decisions tied to an ad is an important new factor,” said Matthew Yorke, president, IDG Global Solutions. “Mobile usage has been soaring for a while but advertising has not. This research is a wakeup call for marketers.” According to Yorke, “mobile and social are converging to become one of the most powerful ways for marketers to influence prospects when they’re shopping.”
Tech Consumers Overwhelmingly Drawn to Videos
The social web presence of vendors positively influences prospects.