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Executives prefer edited content, according to survey

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New York—Senior-level business executives prefer professionally edited content to user-generated content 53% to 19%, according to the “Decision Dynamics” survey conducted by Doremus and the Financial Times. The global survey was conducted online in October and drew more than 500 respondents.

“A major theme of this year's “Decision Dynamics” survey has been "who do you trust?' Media outlets created by professional journalists are preferred over user-generated content sites by [about] three to one,” Daniel Rothman, director-research in the Americas for FT, said in a statement.

The survey also indicated executives from small businesses prefer newspapers and trade publications in print, while respondents from Asia and executives under 45 preferred online versions.

“In years past, especially from surveys conducted in 2008 and 2009, we saw a significant increase in many forms of digital media, but this year it plateaued ... a sign that marketers can reliably reach out to this audience through many and varied touch points,” Hope Picker, Doremus' director-research, said in a statement.

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