Tech buyers rely heavily on social, mobile, video

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Framingham, Mass.—Business and IT professionals use social, mobile and video heavily throughout the buying process, according to a survey from IDG Research Services. The report, "The Echo Effect: Understanding the Value of Tech Buyers," found 45% percent of tech buyers said a tech marketer's presence on the social Web positively influenced their satisfaction with the company; 43% said it positively influenced their likelihood to purchase; and 43% said it positively influenced their willingness to recommend a company. Use of mobile devices is pervasive, the survey found. Seventy-five percent of b-to-b tech buyers own or regularly use at least two or more mobile devices, with smartphones and tablets topping the list. Forty-one percent purchased a product in a six-month period after seeing an ad on their mobile device, and 40% looked for a product in a retail store, according to the survey. Tech-related videos are also an important source of information for b-to-b tech buyers, the study found, with 82% of respondents saying they post, forward and share such videos. The survey of more than 2,200 visitors to IDG media sites was conducted online in July and August.
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