According to the “Eccolo Media 2009 B2B Technology Collateral Survey Report,” conducted by marketing communications agency Eccolo Media, 77% of technology purchasers read at least one white paper this year, compared with 68% in 2008. The vast majority (84%) rated white papers as moderately to extremely influential when making final purchasing decisions.
Video experienced the most dramatic change, with 49% citing online video as an influential collateral. That compares with 28% who last year watched a video to prepare for making a purchasing decision. Eccolo conducted its online study in July, receiving 501 responses from people who participated in a technology purchase in the preceding six months.