Research finds social media, online video influential in b-to-b purchases

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Dayton, Ohio—Social media and online videos are becoming more influential in the b-to-b purchase process, while purchase price is declining in importance, according to new research from b-to-b agency TriComB2B, Dayton, Ohio, and the University of Dayton. The “2013 B2B Buyer Research” report was based on an online survey of 443 b-to-b buyers, conducted during the second quarter. Twenty-five percent of respondents said LinkedIn was an important resource in considered purchase decisions, up from 12% in 2011, when the study was last conducted. Also, 57% of respondents said they have clicked on an online video to gather information as part of the purchase decision-making process, compared with 51% in 2011. Fifty-nine percent of respondents said that 60% or more of their purchase decisions were primarily influenced by purchase price, down from 64% in 2011.
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