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.
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.