The digitizing of America continues at a rapid pace spurred on by mobile
Research Services surveyed more than 3,100 visitors to IDG
technology media sites in the U.S., such as PCWorld, Macworld, CIO, and
Computerworld, to determine information consumption behaviors. The
research-"The Echo Effect: Understanding the Value of Tech Buyers"-underscores
the power of social media, the widespread use of mobile devices, and the
reliance on video to make purchase decisions.
The Social Shopper
Ninety-five percent of the respondents use one or more social media
to a tech product in the social web positively affects likelihood to
purchase (44%), overall satisfaction with a company (44%),
willingness to recommend a company (42%), and feelings of brand loyalty
asked how marketers should engage with prospects, just over 50% said
respond to questions from customers and provide information about
products. Just under 50% want product reviews/rankings, product
specs/pricing, the opportunity to provide feedback, and resolve customer
Mobile Worker and Consumer
A smartphone or tablet is replacing PC-based activities. At
least once a month, a large majority of users go mobile for email,
use apps to seek tech news and information, engage in purchase-related
activity and view video or other multimedia experiences.
Two-thirds of the tech-savvy respondents own/regularly use two or more
mobile devices and one-third of their time is spent each week accessing
tech info online via a mobile device.
Though advertising on mobile devices significantly lags consumer use of
the devices, users are influenced by mobile ads. In
the survey last summer, tech consumers noted that they have taken the
following actions as a result of seeing a mobile ad on their smartphone
in the past six months: researched a product (43%), looked for a
product in a retail store (28%), clicked an ad (22%), and purchased a
product (21%). The percentages were even higher among tablet users.
"The reliance on mobile devices for purchase decisions tied to an ad is
an important new factor," said Matthew Yorke, president, IDG Global
Solutions. "Mobile usage has been soaring for a while but advertising
has not. This research is a wakeup call for marketers." According to
Yorke, "mobile and social are converging to become one of the most
powerful ways for marketers to influence prospects when they're
Tech Consumers Overwhelmingly Drawn to Videos
find it hard to resist tech-related videos as 93% said they watched them
and 72% reported they have forwarded, shared, or posted a video.
And, given the mobile findings it is not surprising that four in 10
consumers are watching videos on a smartphone or tablet. Viewers are
turning to video for product reviews, information to inform buying
decisions, and to learn how to use a new product/service.
viewing also drives purchase behaviors: 64% of consumers have
researched a product as a result of watching a tech-related video in
recent months and close to half of them looked for a product in a retail
store (45%), visited a vendor website or contacted a vendor for
information (45%), or purchased a product (44%).
Grazing for Information
a large margin, consumers choose technology websites for technology news
and information (87%) but approximately half seek out
technology-related print media (52%) or tech blogs (49%). Farther down
the list are video-sharing sites and social/business networking sites.
When asked for extremely/very valuable sources for finding relevant
content, respondents said regular visits to tech sites (86%),
traditional search engines (70%), and recommendations or posts in social
media (40%) -- an increase of 14% for social channels in two years.
While search is highly rated as a means of finding content, search
ranking alone does not drive trust in online content. Only 14% said a
listing on the first page of a search result increases trust. Rather it
is an association with a known, familiar source (well-known journalist
or blogger, tech content site or tech marketer) that drives consumer
trust in online information and content. In fact, 73% report an
association with a familiar source is important, while 45% note it is
recommendations from family, friends, or peers that increase their trust
in information they read online.
About International Data Group (IDG)
Data Group (IDG) is the world's leading technology media, events and
research company. Founded in 1964 and headquartered in Boston,
Massachusetts, IDG products and services reach an audience of more than
280 million technology buyers in 97 countries.
IDG Communications' global media brands include ChannelWorld®, CIO®,
CSO®, Computerworld®, GamePro®, InfoWorld®, Macworld®, Network World®,
PCWorld® and TechWorld®. IDG's media network features 460 websites, 200
mobile sites and apps and 200 print titles spanning business technology,
consumer technology, digital entertainment, and video games worldwide.
The IDG TechNetwork represents more than 500 independent websites in an
ad network and exchange complementary to IDG's media brands.
With expertise in branding, lead generation, and social media marketing,
IDG marketing services programs are strategically designed and
implemented to influence technology vendor prospects worldwide.
A recognized leader in conference and exhibition management, IDG
produces more than 700 globally branded technology and entertainment
conferences and events in 55 countries.
International Data Corporation (IDC), a subsidiary of IDG, has more than
1,000 analysts who provide global, regional, and local expertise on
technology and industry opportunities and trends in more than 110
Additional information about IDG, a privately held company, is available
Trademarks and registered trademarks are owned by International Data
Group, Inc. All product and company names are trademarks of their
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20121204006559/en/
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