GlobalMediaConsumptionTrends · the primary media for lead generation because there are no privacy...
Transcript of GlobalMediaConsumptionTrends · the primary media for lead generation because there are no privacy...
Global Media Consumption Trends:
Understanding Regional Distinctionsof How IT Buyers Research OnlineDecember 2010
Table of Contents:
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Charts and Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
About TechTarget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Understanding Regional Distinctions of How IT Buyers Research Online1
2
The Internetis the primarydestinationand sourcefor all researchdone by ITprofessionals.
Understanding Regional Distinctions of How IT Buyers Research Online
Executive Summary
This latest iteration of the TechTarget Media Consumption Research Studywas designed to accomplish the same goals as its predecessors—to determinethe extent to which information technology (IT) professionals around the worldinteract with the Internet; and the particular preferences they have for specificonline content types and information sources based on what’s available tothem and the stage they are in related to their buying process.
One of our first goals was to establish the actual usage trends of onlinecontent globally compared to what we see here in the United States.Whereas this study is meant to be especially helpful to US-based globalmarketers in identifying universal online consumption trends, as the findingsreveal, it is not always easy to do. In some cases there are huge differencesregion to region in how online media is consumed by IT professionals—differences that the marketer needs to pay attention to.
However, there are some universal trends that emerge and parallel what wesee here in the States and they are noted.
The Internet is the primary destination and source for all research done byIT professionals. It is also the preferred method by which IT professionalsexpect marketers to communicate on the value of their brand and to captureIT prospects as leads. Only Japan and France deviate from this, with respon-dents showing a continuing preference for print and events. As we’ve cometo recognize, print publications and live events were the traditional, topoutlets for IT professionals, but over the last decade their ranking has beenusurped by the Internet.
3
The demandfor credibility alsoshows itself in theimmense regardIT professionals,across all regions,report havingfor onlinesocial networksand online ITcommunities.
Understanding Regional Distinctions of How IT Buyers Research Online
Another noteworthy trend is that macroeconomic factors have impactedthe research habits of the IT community. This is demonstrated by a commondesire to get information online faster and for content that showcases productreliability. Interviews with panels of IT professionals have confirmed thatthese requests are directly related to IT teams being challenged to do morewith less. They want efficient and easy access to online information as wellas content that is credible. This translates to the need for vendors to providedependable technical content and case studies of their solutions.
The demand for credibility also shows itself in the immense regard ITprofessionals, across all regions, report having for online social networksand online IT communities. We know from previous studies and subsequentconversations with IT pros that this has everything to do with a basic trustin the advice available from their peers online and that although othersources carry varying degrees of credibility, there is also some skepticismattached to anything coming from a third party.
As with our nine previous media consumption studies, this one confirmsthe strong relationship between the stage the IT professional is in related totheir buying cycle and the specific content they need. Again, there are somenoteworthy deviations, but these trends still emerge:
• Demand for editorial/educational material during early stage
• Streaming media during consideration stage
• Vendor comparisons and downloads during end stage
Objectives
• Using the United States as a benchmark we determine similaritiesand dissimilarities in online content consumption patterns of IT buyersbased on geographical region.
• To generate Best Practice advice for global marketers by identifyingwhere a common approach may be effective and where a customizedapproach is necessary based on a particular region.
4 Understanding Regional Distinctions of How IT Buyers Research Online
Key Findings
• The Internet is universally used for IT research in all regions of the world
• Regardless of country, IT research is predominantly conducted onlineby teams of 2–7
A strong exception to this trend is seen in regions that have more than10 members on a team
• White papers are not the top content type around the worldIn certain regions vendor comparisons and trial downloads topthe list for most “frequented” or “downloaded”
• Search, vendor websites, and IT publishers were the most popularsources on a global scale
• Most regions cite 2–5 months as the typical timeframe for a buying cycle
• In several regions, sponsored literature takes the number one slot formost downloaded content
This could be reflective of limited choices and what is actuallyavailable in that region vs. what is most needed or requested
5 Understanding Regional Distinctions of How IT Buyers Research Online
Demographics
Research methodology
• 2,425 completed survey respondents
• Fielded throughout July 2010
• Run in 6 languages and localized by market
• Online survey fielded throughSurveyGizmo.com
• Respondents part of opt-in TechTargetIT Research Panel
Roles/titles within organization
• Senior management: 8%
• Management: 23%
• Developer/administrator: 22%
• Other IT staff: 47%
Company sizes
• Small: 26%
• Midsized: 31%
• Enterprise: 43%
Global regions covered
• United States
• United Kingdom
• France
• Germany
• Italy
• South Africa
• Australia/New Zealand
• India
• China
• Japan
6 Understanding Regional Distinctions of How IT Buyers Research Online
62 33 5 0 54 38 6 2 61 30 8 0 47 44 8 0 35 54 9 2 66 26 7 1 65 31 4 0 66 32 2 0 61 35 3 1 66 33 1 0
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
The Internet is universally used during all stages of the IT research process.In most regions, over 90% of researchers cite “Always” or “Frequently” using the Internetwhen researching IT solutions.
Question: Based on your role during the decision-making process, how often do you use the Internet to research information on technology solutions?
Alw
ays
Freq
uent
lySo
met
imes
Rar
ely
% % % %
S. Africa, Indiaand China:Although tracking lowerfor “Always”, thesecountries still come inaround 90% for “Always”and “Frequently” usingthe Internet.
7 Understanding Regional Distinctions of How IT Buyers Research Online
3 46 23 9 19 0 46 15 11 28 5 50 16 5 24 3 44 16 12 25 1 60 26 6 7 11 53 16 4 16 5 50 16 5 24 11 40 15 4 30 5 43 18 6 28 12 44 17 11 16
IT buyers everywhere are working in decision-making teams.Globally, IT buying teams tend to consist of 2 to 7 people with some countries having a larger concentrationof teams with more than 10 members.
Question: How many people are typically involved in the information technology research and decision-making process?
India:With the high volumeof developers, IT servicescompanies and value-added resellers (VARs)coupled with loweremployment costs,IT decision-making teamsskew larger in India.
China and Japan:These countries havethe smallest numberof members on ITdecision-making teams(less than 5 members).
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
12
to4
5to
78
to10
Mor
eth
an10
% % % % %
8 Understanding Regional Distinctions of How IT Buyers Research Online
UK
43%
37%
21%
26%
7%
United States
42%
39%
29%
25%
6%
Access informationfaster
Need contentshowcasing reliability
Spread researchacross team
More diversecontent needs
More receptiveto phone calls
ANZ
49%
35%
23%
27%
8%
India
56%
49%
26%
36%
25%
Japan
36%
35%
10%
29%
20%
France
45%
47%
20%
21%
8%
Germany
30%
34%
14%
24%
5%
Italy
32%
54%
23%
21%
13%
S. Africa
42%
54%
28%
25%
11%
China
48%
60%
27%
61%
25%
Macroeconomic factors have impacted the way in which technology researchis conducted on the Internet by different regional markets.The majority of regions share the need to access information more efficiently and for reliable content.
Question: How has your online research process changed during these hard economic times?
United States, UK,ANZ, India and Japan:IT decision-making teamshave less time to researchenterprise technologysolutions and thus needthe right information,faster.
China:Since marketers haven’tbeen as willing to translatequality technical content,IT professionals in Chinadon’t have as muchinformation to help themmake informed decisions.
9 Understanding Regional Distinctions of How IT Buyers Research Online
21 39 31 7 2 38 35 18 3 6 27 38 27 7 1 44 37 16 1 2 26 38 28 7 1 21 31 35 11 2 26 37 33 3 1 41 39 15 2 3 24 39 29 6 2 33 37 20 8 2
While the majority of regional markets see an IT purchase processof 2 to 12 months, timeframe averages can be longer in some countries.Most regions parallel the buying cycle of the United States.
Question: On average, how long is your timeframe from identifying your problem to making your purchase decision?
S. Africa, India, and Italy:In these countries,the entire IT researchand purchase processtends to take the leastamount of time.
Japan:Here the IT purchaseprocess has the highestpercentage that takesmore than a year.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
Less
than
2m
onth
s2
to5
mon
ths
6to
12m
onth
s13
to24
mon
ths
Mor
eth
an24
mon
ths
% % % % %
10 Understanding Regional Distinctions of How IT Buyers Research Online
39 16 19 16 8 2 35 18 23 12 6 5 38 20 18 14 8 1 32 15 23 9 9 12 30 17 32 8 14 2 30 28 6 11 22 3 37 13 22 18 7 3 41 15 16 12 12 4 30 15 7 24 20 4 38 13 9 35 4 1
Reception to brand building is most popular on traditional websitesand online IT communities.Several regions turn to the web for branding as strongly as the United States (S. Africa, ANZ, Italy and Germany).
Question: If IT marketers wanted to communicate their brand's value message to you, in which form would you be more receptiveto hearing their messages?
China:China ranked online ITcommunities highestout of all the countriesfor brand buildingeffectiveness.
Japan and France:In addition to online,these regions still dependon print and eventsfor branding as well.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
Onl
ine
Even
tsO
nlin
eIT
com
mun
itie
sSe
arch
Pri
ntO
nlin
eso
cial
netw
orks
% % % % % %
11 Understanding Regional Distinctions of How IT Buyers Research Online
40 19 17 11 10 3 29 20 22 14 9 6 31 23 21 10 12 3 32 12 20 12 13 12 29 19 23 8 14 7 13 43 7 6 24 7 37 14 23 14 8 4 36 24 12 12 6 10 40 13 10 27 6 4 35 28 1 17 15 4
Nearly all global regions prefer traditional online websites for lead generation.As in the United States, most regions use online predominantly—followed by events.
Question: If IT marketers wanted to capture profile information from you through registration, in which form would you be more receptiveto hearing their messages and offers?
Japan:Due to the high levelof protection aroundpersonal information inJapan, events are seen asthe primary media forlead generation becausethere are no privacypolicies/personal datahandling issues. Onlinelead generation is stillbecoming more main-stream here.
Germany:Unlike most othercountries, IT professionalsare not willing to completeregistrations in online ITcommunities in Germany.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
Onl
ine
Even
tsO
nlin
eIT
com
mun
itie
sSe
arch
Pri
ntO
nlin
eso
cial
netw
orks
% % % % % %
12 Understanding Regional Distinctions of How IT Buyers Research Online
71 53 51 63 41 32 63 51 52 49 60 40 76 51 54 62 47 39 55 41 51 47 53 41 57 58 57 73 44 63 38 45 32 70 39 56 67 40 58 63 47 45 61 43 53 59 59 29 65 47 50 24 39 32 67 36 76 54 42 37
White papers are not universally the top content type.In most countries, product literature and trial downloads make the top 3 list of most effective content type.
Question: In the past three months, which of the following online content types have you used to get information on enterprise technology solutions?
United States,China and France:These countries showa bias for vendorcomparisons as well.
China and Japan:In these countries,product literature,followed by case studiesand vendor comparisons,top the list. Lack oflocalization has likelyhad a big impact,lowering the consump-tion of white papersin these non-Englishspeaking regions.
Germany:Next to white papers,trial software downloadsare in high demand.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
Whi
tepa
per
sV
endo
rco
mpa
riso
nsTr
ials
oftw
are
dow
nloa
dsP
rodu
ctlit
erat
ure
Emai
lnew
slet
ters
Cas
est
udie
s
% % % % % %
13 Understanding Regional Distinctions of How IT Buyers Research Online
29 17 56 15 20 6 22 8 27 17 32 6 33 14 29 17 23 8 47 30 12 2 1 3 26 11 37 6 16 4 20 3 15 12 23 28 35 16 37 12
Streaming media, like podcasts, webcasts, videos and virtual events,often appear lower on the usage lists.This lower consumption may be due to the lack of adoption by the marketer community or the overall complexitywith production. The exception to this is the United States, with a bias towards webcasts.
Question: In the past three months, which of the following online content types have you used to get information on enterprise technology solutions?
India:India is a very video-focused market, trumpingeven the United Statesin adoption.
China and France:Virtual events have theslowest adoption aroundthe world. In Chinaand France however,virtual events have thebest traction.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
Vid
eos
Podc
asts
Web
cast
sV
irtu
altr
ade
show
s
% % % %
14 Understanding Regional Distinctions of How IT Buyers Research Online
Web
cast
s
Vid
eos
Pod
cast
s
Emai
lnew
slet
ters
(Em
ail)
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Web
cast
s
Vid
eos
Pod
cast
s
Emai
l
eBoo
ks
Cas
est
udie
s
Editorial content plays the most instrumental role in helping IT professionalsidentify problems.Most countries indicated that eBooks, webcasts, email newsletters, videos and podcastsare predominantly effective in early stages.
Question: At which stage(s) of the IT buying process are these specific online content types most effective at reaching IT buyers?
S. Africa:eBooks are the mostinfluential content typeeverywhere during theawareness stage exceptSouth Africa.
Italy, Germanyand France:These countries sharea commonality withcase studies ranking highin awareness stage.
China:Here editorial newslettersare not deemed instru-mental in aiding ITprofessionals in problemidentification.
Iden
tify
ing
anIT
prob
lem
Gat
heri
ngte
chni
cali
nfor
mat
ion
Mak
ing
afi
nalp
urch
ase
deci
sion
% % %
21 18 18 15 14 29
55 57 55 53 51 46
24 25 27 32 35 25
13 5 33 13 10 26
55 55 33 54 61 48
32 40 33 33 29 26
12 23 19 13 14 30
69 56 54 57 52 46
19 21 27 30 34 24
24 18 29 23 17 30
42 46 33 44 45 36
34 36 38 33 38 34
21 17 17 13 16 24
42 50 83 59 35 41
37 33 0 28 49 35
0 8 0 8 12 17
45 50 60 40 25 47
55 42 40 52 63 36
20 20 17 15 17 31
61 50 54 52 56 45
19 30 29 33 27 24
15 10 0 10 6 24
62 70 67 44 35 41
23 20 33 46 59 35
31 38 26 22 16 36
40 38 48 49 49 31
29 24 26 29 35 33
24 33 18 31 18 23
61 44 64 41 39 51
15 23 18 28 43 26
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
15 Understanding Regional Distinctions of How IT Buyers Research Online
Web
cast
s
Vir
tual
trad
esh
ows
(VTS
)
Pod
cast
s
Vid
eos
Emai
lnew
slet
ters
(Em
ail)
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Web
cast
s
VTS
Pod
cast
s
Vid
eos
Emai
l
eBoo
ks
Streaming media are referred to most during the consideration stage,along with email newsletters.These content types require an audience to become more engaged with the contentas well as the sponsor behind the media.
Question: At which stage(s) of the IT buying process are these specific online content types most effective at reaching IT buyers?
UK and Germany:Exceptions to this are UKwith online demos andGermany with trialsoftware making the cutfor consideration stage,whereas typically theseare seen as end stage.
21 22 18 18 15 14
55 58 55 57 53 51
24 20 27 25 32 35
13 10 33 5 13 10
55 50 33 55 54 61
32 40 33 40 33 29
12 27 19 23 13 14
69 60 54 56 57 52
19 13 27 21 30 34
24 34 29 18 23 17
42 42 33 46 44 45
34 24 38 36 33 38
21 25 17 17 13 16
42 55 83 50 59 35
37 20 0 33 28 49
0 20 0 8 8 12
45 60 60 50 40 25
55 20 40 42 52 63
20 32 17 20 15 17
61 55 54 50 52 56
19 14 29 30 33 27
15 0 0 10 10 6
62 100 67 70 44 35
23 0 33 20 46 59
31 33 26 38 22 16
40 49 48 38 49 49
29 18 26 24 29 35
24 38 18 33 31 18
61 50 64 44 41 39
15 12 18 23 28 43
Iden
tify
ing
anIT
prob
lem
Gat
heri
ngte
chni
cali
nfor
mat
ion
Mak
ing
afi
nalp
urch
ase
deci
sion
% % %
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
16 Understanding Regional Distinctions of How IT Buyers Research Online
Vir
tual
trad
esh
ows
(VTS
)
Ven
dor
com
pari
sons
(Com
pari
sons
)
Tria
lsof
twar
edo
wnl
oads
(Tri
al)
Pro
duct
liter
atur
e(L
iter
atur
e)
Ven
dor
dem
os(D
emos
)
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
VTS
Com
pari
sons
Tria
l
Lite
ratu
re
Dem
os
Cas
est
udie
s
There is a global consistency in content types referenced in decision making stagefor IT buyers.The top tier: vendor comparisons, vendor demos and trial downloads—Second tier: virtual trade shows,case studies and product literature.
Question: At which stage(s) of the IT buying process are these specific online content types most effective at reaching IT buyers?
S. Africa, ANZ, India,China, Japan and UK:As the exceptions, thesecountries notably rankvendor comparisonsas the leading contenttype for decision stage.Interesting to note is thatmany of the Europeanregions do not rank vendorcomparisons as a topmedia type for this stage.
22 43 40 31 38 29
58 47 47 52 50 46
20 10 13 17 12 25
10 47 36 21 31 26
50 42 36 47 44 48
40 11 28 32 25 26
27 44 37 31 37 30
60 45 46 45 53 46
13 11 17 24 10 24
34 42 33 34 38 30
42 37 42 42 41 36
24 21 25 24 21 34
25 39 33 35 24
55 NA 39 45 35 41
20 22 22 30 35
20 30 49 29 35 24
60 45 31 42 48 46
20 25 20 29 17 36
32 48 37 33 40 31
55 42 45 49 52 45
13 10 18 18 8 24
0 41 22 17 24
100
NA 50 53 58 41
0 9 25 25 35
33 35 15 51 36
49 NA 37 38 44 31
18 28 47 5 33
38 20 20 26 23
50 NA 54 31 58 51
12 26 49 16 26
Iden
tify
ing
anIT
prob
lem
Gat
heri
ngte
chni
cali
nfor
mat
ion
Mak
ing
afi
nalp
urch
ase
deci
sion
% % %
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
17 Understanding Regional Distinctions of How IT Buyers Research Online
71 63 56 53 51 45 63 60 52 51 49 45 76 62 54 51 47 39 61 55 53 51 47 41 73 63 58 57 57 53 70 56 45 39 38 33 67 63 58 47 45 40 61 59 59 53 43 33 65 50 47 41 39 32 76 67 54 43 42 37
Whi
tepa
per
s
Lite
ratu
re
Web
cast
s
Com
pari
sons
Tria
l
Dem
os
Whi
tepa
per
s
Emai
l
Tria
l
Com
pari
sons
Lite
ratu
re
eBoo
ks
Whi
tepa
per
s
Lite
ratu
re
Tria
l
Com
pari
sons
Emai
l
Cas
est
udie
s
eBoo
ks
Whi
tepa
per
s
Emai
l
Tria
l
Lite
ratu
re
Cas
est
udie
s
Lite
ratu
re
Cas
est
udie
s
Com
pari
sons
Whi
tepa
per
s
Tria
l
eBoo
ks
Lite
ratu
re
Cas
est
udie
s
Com
pari
sons
Emai
l
Whi
tepa
per
s
Dem
os
Whi
tepa
per
s
Lite
ratu
re
Tria
l
Emai
l
Cas
est
udie
s
Com
pari
sons
Whi
tepa
per
s
Lite
ratu
re
Emai
l
Tria
l
Com
pari
sons
eBoo
ks
Whi
tepa
per
s
Tria
l
Com
pari
sons
Dem
os
Emai
l
Cas
est
udie
s
Tria
l
Whi
tepa
per
s
Lite
ratu
re
Dem
os
Emai
l
Cas
est
udie
s
Most global regions have a fairly distributed favorability ranking for all content types.Consumption preferences while varied by country may also be tied to other drivers for the IT buyer,such as personal preferences or stage in IT buying process.
Question: In the past three months, which of the following online content types have you used to get information on enterprise technologysolutions? (Top 6 shown for each country)
China and Japan:Product literature toppedthe list here. Translationof product literatureis often easier and morecost effective than theusually lengthier andhighly technical whitepaper content.
% % % % % % % % %
Whi
tepa
per
s
Pro
duct
liter
atur
e(L
iter
atur
e)
Web
cast
s
Ven
dor
com
pari
sons
(Com
pari
sons
)
Tria
lsof
twar
edo
wnl
oads
(Tri
al)
Ven
dor
dem
os(D
emos
)
Emai
lnew
slet
ters
(Em
ail)
Cas
est
udie
s
eBoo
ks
ANZ, China and Japan:These countries ranksponsor-centric assets,such as case studiesand vendor comparisons,among their mostfrequently used contentalong with generic whitepapers.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
18 Understanding Regional Distinctions of How IT Buyers Research Online
82 67 49 78 65 38 94 60 49 71 62 22 84 60 51 81 69 39 77 47 45 59 50 46 64 40 51 57 71 39 76 23 9 62 85 38 89 68 60 73 63 32 88 49 36 63 61 29 83 49 15 80 55 28 78 37 56 65 47 40
Search, vendor websites and IT publishers were the most popular informationsources on a global scale.Yet at a country level, other information source popularity varies.
Question: In the past three months, where have you gone for information on enterprise technology solutions?
United States:The IT universe andspecialization is vasterin the United States andIT researchers rely moreon their peers for recom-mendations.
% % % % % %
Sear
chen
gine
sP
eers
and
colle
ague
sO
nlin
eIT
com
mun
itie
sIT
vend
orw
ebsi
tes
ITpu
blis
her
web
site
sC
onfe
renc
es/s
emin
ars/
trad
esh
ows
China and Japan:IT publisher sites beat out searchand vendors here. This could be relatedto high level of respect that many estab-lished publishers have in these regionsas well as the reality that the publishersare far ahead of vendors in publishingcontent. Also, events are considered asa top information source here unlikeother countries.
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
19 Understanding Regional Distinctions of How IT Buyers Research Online
ITbl
ogs
and
wik
is(B
logs
)
Onl
ine
ITco
mm
unit
ies
(IT
com
mun
itie
s)
Sear
chen
gine
s(S
earc
h)
Soci
alne
twor
king
grou
ps(S
ocia
l)
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Blo
gs
ITco
mm
unit
ies
Sear
ch
Soci
al
Social media and search are the most influential information sources whenIT buyers are first researching IT problems.Question: At which stage(s) of the IT buying process are these specific online information sources most effective at reaching IT buyers?
All Countries:Through in-depth interviews, we havebeen told that IT buyers turn to colleaguesonline or in associations to get informationon a technology or vendor before begin-ning their normal search online. It is theirway of screening out essential informationand providers so their time spent onlineperusing content is more focused.
17 21 20 20
44 42 43 45
39 37 37 35
14 21 17 0
46 43 40 55
40 36 43 45
15 19 19 16
42 40 43 38
43 41 38 46
22 27 25 21
40 35 39 46
38 38 36 33
23 22 22 25
35 40 41 35
42 38 37 40
10 5 12 8
44 40 42 30
46 55 46 62
14 20 20 10
42 38 42 42
44 42 38 48
8 17 14 29
42 35 41 38
50 53 45 33
22 24 22 40
33 37 35 20
45 39 43 40
27 18 31 26
32 39 33 21
41 43 36 53
Iden
tify
ing
anIT
prob
lem
Gat
heri
ngte
chni
cali
nfor
mat
ion
Mak
ing
afi
nalp
urch
ase
deci
sion
% % %
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
20 Understanding Regional Distinctions of How IT Buyers Research Online
Vid
eow
ebsi
tes
(Vid
eosi
tes)
ITpu
blis
her
web
site
s(P
ublis
hers
)
Indu
stry
mag
azin
es(M
agaz
ines
)
Gen
eral
busi
ness
web
site
s(B
usin
ess
site
s)
Edit
oria
lart
icle
s(E
dito
rial
s)
Con
fere
nces
,sem
inar
s,tr
ade
show
s(E
vent
s)
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
Vid
eosi
tes
Pub
lishe
rs
Mag
azin
es
Bus
ines
ssi
tes
Edit
oria
ls
Even
ts
When IT buyers are gathering information on vendors they seek third-partybackground information or vendor validation.Independent content from IT publishers, editorial articles and industry publications remain consistentalong with video websites noted as most influential during consideration stage.
Question: At which stage(s) of the IT buying process are these specific online information sources most effective at reaching IT buyers?
Europe:In Europe, magazinesare referenced mostfor considerationstage followed by liveevents and onlinepublishers.
South Africa and Japan:Across these regions,video specific websitesare used most often whengathering information onproducts and vendors.
Australia:General business sitesare the most referencedmedium when research-ing products andvendors.
India and China:Editorial articles are thetop referenced informa-tion source during theconsideration stage.
United States:IT publishers followed byindustry magazines andlive events are the topoutlets for IT buyers intheir consideration stage.
14 21 23 20 20 27
51 54 54 47 49 53
35 25 23 33 31 20
9 20 26 25 15 26
73 47 45 50 58 52
18 33 29 25 27 22
8 26 24 16 23 28
66 50 49 68 50 56
26 24 27 16 27 16
17 26 26 27 18 27
46 37 48 44 52 44
37 37 26 29 30 29
17 24 28 24 16 27
33 45 47 48 56 46
50 31 25 28 28 27
0 16 14 7 12 21
75 43 48 38 39 40
25 41 38 55 49 39
8 22 24 19 22 28
46 58 56 47 53 55
46 20 20 34 25 17
14 21 10 25 21 23
43 47 56 50 46 45
43 32 34 25 33 32
33 29 31 36 31 34
67 38 46 28 44 42
0 33 23 36 25 24
29 35 20 33 28 26
29 43 45 56 41 54
42 22 35 11 31 20
Iden
tify
ing
anIT
Pro
blem
Gat
erin
gte
chni
cali
nfor
mat
ion
Mak
ing
afi
nalp
urch
ase
deci
sion
% % %
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
21 Understanding Regional Distinctions of How IT Buyers Research Online
Pub
lishe
dre
sear
ch(R
esea
rch)
Pee
rs&
colle
ague
s(P
eers
)
Org
aniz
atio
ns/A
ssoc
iati
ons
(Org
aniz
atio
ns)
ITve
ndor
web
site
s(V
endo
rs)
Info
rmat
ion
from
VA
Rs
(VA
Rs)
Gen
eral
tech
nolo
gyw
ebsi
tes
(Tec
hsi
tes)
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
Res
earc
h
Pee
rs
Org
aniz
atio
ns
Ven
dors
VA
RS
Tech
site
s
When IT professionals are compiling their short-lists and making final decisions,they generally reference IT vendor sites and information from VARs.At this point in their buying process, IT buyers are receptive to hear what other users have to say aboutpossible vendors and are more willing to hear from trusted vendors and their sales organizations.
Question: At which stage(s) of the IT buying process are these specific online information sources most effective at reaching IT buyers?
China:General technology siteswere the top referencedsource during the decisionstage, whereas IT vendorsare not among the mostused during this final stage.
United States:As with the United States,most regions turn to thesites of vendors they areconsidering to look forproduct demos or down-loads or even to dialoguewith peers in blogs orcommunities hosted bythese vendors.
28 32 27 34 33 19
49 35 46 49 49 47
23 33 28 17 18 34
29 21 33 40 41 11
44 37 46 45 35 47
27 42 21 15 24 42
30 27 27 35 31 17
49 36 52 44 51 46
21 37 21 21 18 37
24 31 24 32 27 22
46 32 45 41 40 43
30 37 31 27 33 35
21 28 30 25 33 35
48 36 48 53 43 46
31 36 22 22 24 19
18 19 21 29 39 13
29 45 40 41 40 34
53 36 39 30 21 53
29 30 27 40 44 16
52 33 47 46 47 49
19 37 26 14 9 35
41 27 24 31 39 23
36 34 48 50 39 42
23 39 28 19 22 35
44 32 28 33 40 20
31 31 39 47 34 36
25 37 33 20 26 44
44 23 45 31 35 27
44 31 33 52 55 45
12 46 22 17 10 28
S. AfricaUnited States ANZ India China Japan UK Italy France Germany
Iden
tify
ing
anIT
prob
lem
Gat
heri
ngte
chni
cali
nfor
mat
ion
Mak
ing
afi
nalp
urch
ase
deci
sion
% % %
22 Understanding Regional Distinctions of How IT Buyers Research Online
Conclusion
• Marketing budgets need to accompany the shift in research habitssuggesting that marketers around the world need to invest in buildingdiverse content portfolios and placing this content in varied informationsources that IT professionals frequent.
• Global marketers, in particular, need to pay attention to the preferencesIT professionals have in specific regions and beef up their arsenal ofcontent assets to match the demands of the regions they are marketing to.
• Whereas this suggests content syndication exercises are an effectiveway to expose multiple media versions of content to various audiences,one approach will not suffice to cover all regional distinctions andpreferences.
• Specific regions of the world will need campaigns and assets that reflectthe preferences of that region based on the stage the IT buyer is in.
• This, in turn, points to the need for specialized and localized contentcreation based on the receptiveness (or lack of it) to non-local languagecontent.
• There are needs for content creation/technical education in marketswhere English language material is least likely to be consumed(China/Japan). Where this isn’t possible, alignment with editorial con-tent, including locally produced and translated content, could makea difference in early-stage influence.
23 Understanding Regional Distinctions of How IT Buyers Research Online
• Marketers should translate or create product spec sheets so they arereadily available in local language. However, we see a real opportunityfor marketers to create educational material for certain markets that talkabout technical approach or problem-solving options without directlyadvocating for their solution set.
• Noteworthy is that with the exception of countries like Germany andAustralia where vendor comparisons are not allowed, vendor comparisoncontent is in high demand in the majority of regions and, as we havefound here in the States, is the content that is especially influential inend stages. Comparing vendors is a necessary step for IT professionalsand any help they can get is much appreciated as it saves them valuabletime.
• In countries where comparisons aren’t allowed third party analysisis a good substitute.
• Overall, the Internet is the best information source for all IT professionalsaround the world. It is also the best investment for IT marketers to cultivaterelationships with IT professionals who are seeking advice and help onwhich brands or solutions to purchase.
24 Understanding Regional Distinctions of How IT Buyers Research Online
About TechTarget
TechTarget (www.techtarget.com) (NASDAQ: TTGT) is a leading globaltechnology media company with more than 90 technology-specific websites,9 million registered members, and more than 10 years of groundbreakingaccomplishments. Our extensive editorial and vendor-sponsored contentfulfills the needs of tech pros looking for in-depth coverage of technologytopics throughout their buying process and positions us to meet the needsof technology marketers targeting qualified technology audiences. Outsideof North America, TechTarget runs 23 websites and has offices in London,Mumbai and Beijing.
For more questions or information about this study contact:
Marilou BarsamSVP Client ConsultingTechTarget275 Grove StreetNewton, MA [email protected]
617•431•9368
©2010 TechTarget. Inc. All rights reserved. TechTarget and the TechTarget logo are registered trademarks of TechTarget, Inc. All other trademarks are the property of their
respective owners.
25 Understanding Regional Distinctions of How IT Buyers Research Online