IT Purchasing Goes SocialThe Pervasive Influence of Social Platforms on IT Buying
Commissioned study conducted by:
UK, France and Germany
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Key drivers of channel use are trust, efficiency, relevance, and access
Social networks influence the entire decision-making process
ITDMs are active users of social networks, especially for business
Key Findings
…and use social networks throughout the ENTIRE decision making process
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48% 43% 42% 34%39%
Awareness Scope Plan Select Implement
Stages of decision making
65%Increase in
past 2 years
Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn. UK, France and Germany
86%Increase in
past 2 years
Why do ITDMs turn to social networks?
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TTrust
learn from trustworthy
peers (51%)
EEfficiency
quickly find information
(43%)
RRelevance
relevant to my needs(48% )
AAccess
access a broader network
(46%)
Source: Q3 2012 commissioned study conducted by Forrester Consulting on behalf of LinkedIn. UK, France and Germany
LinkedIn is the preferred choice for IT decision makers
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LinkedIn Personal Social Networks
Microblogs
85%
34%41%
Among ITDMs who use at least one for business
Social networks used for business in the past year*:
* Source: LinkedIn/Research Now study of ITDMs in UK, France, and Germany, Q3 2012
3X more connected
40% more likely to use LinkedIn Today
4X more likely to follow tech companies on LinkedIn
ITDMs are especially active in leveraging features and tools on LinkedIn, compared to the average professional
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Compared to the average user, ITDMs on LinkedIn are:
ITDMs: members in IT function, Manager+ UK, France and Germany Q3 2012
Source: Internal data, August 2012
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