It’s a Fragmented Media Environment
IDG Research Services
Research: What Media and Devices Motivate BtoB Tech Buyers
Business and IT professionals are taking to social, mobile, and video in a big way in the US. They have several favorite sources of information on tech products. These are some of the findings in a recent IDG Research Services survey of more than 2, 200 visitors to IDG sites such as CIO, Computerworld, InfoWorld, Network World, and PCWorld. Tech savvy users, 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.
The reliance on digital media is a given but what media is preferred is not as clear. Ninety-two percent do go to technology web sites, 60% tech vendor web sites, and 58% tech-related print publications. The importance of tech related media and vendor web sites is important data for marketers as is almost a third of the survey respondents turned to the social web.
