Video Viewing Correlates With Purchase Behavior
IDG Research Solutions
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.
