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Research: What Media and Devices Motivate BtoB Tech Buyers

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.

More than 40% said vendors presence on the social web positively influenced them related to satisfaction with the company (45%), likelihood to purchase (43%), and willingness to recommend a company (43%).

 

Slide1 Research: What Media and Devices Motivate BtoB Tech Buyers

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.

As to what buyers look for in social sites, just over 50% seek information about product offerings/directions, see product reviews/rankings, and respond to customer questions.
Slide2 Research: What Media and Devices Motivate BtoB Tech Buyers

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.

Use of mobile devices is pervasive. Seventy-five percent own/regularly use at least two smartphones and/or tablets. The vast majority use the devices for everything from email to apps, and content consumption including multimedia. In this massive mobile use, tablets topped smartphones in every application category.

Slide3 Research: What Media and Devices Motivate BtoB Tech Buyers

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.

Users are doing more than collecting information. Forty-one percent purchased a product in a six month period and 40% looked for a product in a retail store. Tablets led smartphones in this BtoB survey conducted last summer.

Slide4 Research: What Media and Devices Motivate BtoB Tech Buyers

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.

For 95% of BtoB tech buyers, the web is a constant source of tech-related videos: 82% of the respondents post, forward, and share such videos. Many are not passive viewers, either. Almost half purchased a product, nearly three-quarters research an item, and approximately half visited a vendor site, contacted a vendor for more information, or looked for a product in a retail store.

Slide5 Research: What Media and Devices Motivate BtoB Tech Buyers

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.

Slide6 Research: What Media and Devices Motivate BtoB Tech Buyers

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.

While search is an important tool for discovery, 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%). As for what content they will register for the top items are newsletter (56%), mobile apps (49%), and white papers (46%). Trust in the site our source drives more engagement.

Slide7 Research: What Media and Devices Motivate BtoB Tech Buyers