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BtoB

Tech buyers rely on digital media

Published on .

Framingham, Mass.—Three-quarters of technology buyers rely on technology media websites for information, which underscores the rise of digital media, according to an IDG Research Services survey conducted online in September. More than 3,500 technology buyers from the United States and five other countries (Brazil, Germany, Japan, Sweden and the United Kingdom) took part in the survey.

The survey found that 55% of tech buyers rely on tech-related print publications, 45% use tech vendor sites and 41% use tech-focused communities and discussion forums. The survey also found that 63% of respondents use social media sites.

As part of the project, IDG Research Services also surveyed 100 marketers and agency professionals. Technology marketers said that 41% of their digital spend is on branded content sites, 24% is on search and 21% on ad networks.

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