Study finds 73% of tech buyers engage with IT vendors on social networks

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Mountain View, Calif.—In a study that underscores the importance of social networks in the b-to-b buying process, LinkedIn found that 73% of tech buyers have engaged with an IT vendor on a social network. The report, “IT Purchasing Goes Social,” was based on an online survey of more than 400 IT decision-makers, conducted with Forrester Research and ResearchNow in the third quarter. It found that 85% of respondents have used at least one social network for business purposes, while 51% said they are influenced by at least one social network when considering business purchases. Almost half of respondents said they are influenced by social networks during each phase of the purchase cycle: awareness, scope, plan, select and implement (as described in the survey). The study also found that to 40% of tech buyers said they use social networks to connect with vendors in a relevant context and to learn from industry experts.
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