New Study Shows Webcasts Rank Third as Preferred Information Gathering Tool Among IT Professionals Looking to Buy Corporate Technology
SOUTHBOROUGH, MA – FEBRUARY 19, 2002 – For corporate IT professionals who regularly view online programming, webcasts now rank third as the most useful resource when researching or making a technology purchase decisions, according to a new survey just released by ITworld.com, a business unit of IDG and online publisher of news, educational content and broadband interactive media for the IT community. The Webcast Usage and Experience Study – a randomized survey among 1,907 IT professionals across ITworld, InfoWorld, Network World, PC World and CXO audiences – found that two-thirds of the respondents had previously viewed webcasts, validating the medium as an established decision-making tool in corporate IT.
The study points to a rising comfort level among corporate IT buyers who view webcasts as a bigger part of the decision-making process than ever before. According to the study, webcast viewers ranked the medium third behind product reviews and vendor information, such as white papers or technical publications, when making purchase decisions. Other compelling results highlight the usefulness and effectiveness of webcasts:
87% of respondents said that webcasts help them understand tech trends
69% of respondents view webcasts before making purchasing decisions
56% of respondents said that webcasts help them do a better job
The results also provide unique insight into the experiences and preferences of viewers of ITworld's ITwebcast programs versus other platforms. When responses were analyzed by platform, ITwebcast viewers emerged as more likely than viewers of other webcast platforms to take action as a result of viewing a vendor program:
65% of ITwebcast viewers visited a vendor website to get more information versus 59% of viewers of other platforms
40% of ITwebcast viewers purchased a product as a result of viewing a webcast versus 31% of viewers of other platforms
47% of ITwebcast viewers referred the webcast program to a colleague versus 44% of viewers of other platforms
"Not only is webcasting receiving high recognition and praise from the IT community for its value, but in a head-to-head industry comparison, our ITwebcast platform is having a bigger impact on purchasing decisions and in understanding different technologies, " said Bill Reinstein, ITworld president and CEO. "As our broadband interactive marketing programs gain even more momentum in the marketplace, we are committed to continually delivering superior quality enhancements for an even richer viewing experience."
Broadband interactive marketing has become more popular in the IT community because people are realizing the time and cost savings achieved through these programs. The highly interactive ITwebcast Broadband Interactive Marketing Platform™ includes support for high-resolution video and audio, synchronized slide navigation tools, fully integrated search functionality across multimedia elements, multi-language transcripts, an interactive Q&A capability and numerous other resources designed to provide an engaging viewer experience. The ITwebcast player supports numerous modes of navigation much like what is expected from top-notch web sites. In addition, a comprehensive reporting system complements the front-end player, providing a complete profile of each user, from registration through program viewing and navigation.
To date, ITworld has produced more than 200 broadband interactive marketing and educational programs. Companies using the ITwebcast marketing platform to generate leads and create awareness include Microsoft, IBM, Compaq, Dell, 3Com, Riversoft, Sprint, Genuity, F5 Networks, Veritas and GE Global Exchange Services, among others. For a complete listing of current webcasts on ITworld, go to: www.itworld.com/webcasts. The ITwebcast player only requires that viewers have Real Player or Windows Media Player installed on their systems.
ITworld.com (http://www.itworld.com) is an online publisher of news, educational content and broadband interactive media for the IT community. As a producer of daily IT news, dozens of topic specific newsletters, leading IT white papers, and a wide variety of webcast programs, ITworld delivers measurable, performance-based results for marketers by building customized lead generation programs around the distribution of content. At the core of ITworld.com lies the ITwebcast 2.0 broadband interactive marketing platform – a modularized suite of production, content delivery and audience development services that bring interactive marketing to a new level. As the exclusive partner to CXO Media, INC., InfoWorld, IDC, Fast Company, Network World, and PC World, ITworld now delivers advanced broadband programming to these powerful audiences. Pioneering the next generation of Web information delivery, ITworld.com is changing the way you view IT.
ITworld.com is a business unit of IDG, the world's leading technology media, research, and event company. IDG publishes more than 300 magazines and newspapers and offers online users the largest network of technology-specific sites around the world through IDG.net (www.idg.net), which comprises more than 300 targeted Web sites in 70 countries. IDG is also a leading producer of 168 computer-related events worldwide, and provides IT market analysis through 51 offices in 43 countries worldwide. Company information is available at www.idg.com.
# # #