Technology Buyers and Marketers Agree

Trusted Content Sites and Social Media Key Information Sources

FRAMINGHAM, MA – December 17, 2010 — A survey of technology buyers and marketers in six countries shows common interests and preferences when it comes to digital media. In an IDG Research Services online survey last September, 75% of the buyer respondents rely on technology media sites, 55% tech-related print publications, 45% tech vendor sites, and 41% tech-focused communities and discussion forums. When searching for information, 83% of the respondents said they are more likely to click on a link from a familiar "trusted" source.

Technology marketers reported that 41% of their digital spend is on branded content sites followed by search at 24% with ad networks close behind at 21%. Looking ahead to 2011, of the 100 marketers and agency professionals surveyed, on average tech marketers expect 52% of their 2011 media budgets will go to digital with 63% expecting a modest increase in media spend compared to 2010.

Social Networks' Use Varies by Site and Age

According to the survey of 3,658 technology buyers, social media is catching on with 63% reporting that they use such sites. Forty percent are identified as active users who read but rarely or ever contribute and 23% are active participants who both read and frequently contribute. Tech users most often visit Facebook (29% daily, 13% weekly) and YouTube (16% daily, 25% weekly). LinkedIn and Twitter are close in visit frequency at combined daily and weekly percentages of 19% and 18%, respectively.

In North America, Facebook leads with 45% daily or weekly use followed by YouTube at 38%, LinkedIn 26%, and Twitter 15%. YouTube is most popular in Europe (40% daily or weekly) followed closely by Facebook at 37% with Twitter at 15% and LinkedIn at 10%.

When respondents were asked to classify themselves as to social media use, age played an increasingly important role. Among18 to 34 year olds, 74% say they are active users or active participants but the percentage slips to 70% for 35 to 44 year olds and drops to 55% for the 45 to 64 age bracket.

Marketers' Social and Mobile Ways

Nine out of 10 marketers say they engage in social media marketing and it is the one area where they most often expect to see an increase in spending over the next 12 months. Sixty percent of the respondents said they will invest in mobile next year. Marketers are in alignment with 88% of tech buyers who use at least one mobile device (57% smart phones, 31% tablets).

IDG Reacts to Survey Results and Survey Demographics

"Digital, social media, and mobile have a lot of momentum among both users and marketers which might be expected in a technology industry," said Matthew Yorke, president, IDG Strategic Marketing Services. "Marketers have more choices than ever before including platforms, audience targeting, generational differences in information consumption, and metrics. IDG has responded with services to help marketers navigate the marketing maze whether in social media marketing, custom publishing, lead generation, events, or mobile."

Learn more about the impact of social media in marketing and how IDG is responding, in this video from Matthew Yorke explains ( []).

To learn more about what tech users had to say in the research, listen to IDG Research Services VP/GM, Janet King ( []).

The 3, 658 buyers were surveyed on IDG media sites and panels in the U.S., the U.K., Germany, Japan, Brazil, and Sweden. More than 1,700 people completed surveys in North America. They represented a variety of industries including technology/computer related, government, education, professional services, health care, and financial services.

Marketer responses were almost evenly split with 52 from marketing/advertising agencies and 48 from tech vendors.

About International Data Group (IDG)

International Data Group (IDG) is the world's leading technology media, events and research company. IDG's media brands — including CIO(R), CSO(R), Computerworld(R), GamePro(R), InfoWorld(R), Macworld(R), Network World(R), PCWorld(R) and TechWorld(R) — reach an audience of more than 200 million technology buyers in 90 countries.

Online, IDG's network features more than 450 Web sites spanning business technology, consumer technology, digital entertainment, and video games worldwide. The IDG TechNetwork represents more than 400 independent Web sites in an ad network complementary to IDG's media brands. IDG(R) is also a leading producer of more than 700 technology-related events, including Macworld(R) 2011, E3 Expo(R), DEMO(R), SNW(TM), and IDC Directions(R).

IDG's marketing services include lead generation with IDG Connect(R), custom publishing, social Web marketing with IDG Amplify(R) ads and IDG Social Scout(TM) analysis and program development, and IDG Market Fusion(TM) research and content optimization.

IDC(R), a subsidiary of IDG, is the premier global provider of market intelligence, advisory services, and events in IT, telecommunications, and consumer technology markets. Over 1,000 IDC analysts in more than 110 countries provide global, regional, and local expertise on technology and industry opportunities and trends.

Additional information about IDG, a privately held company, is available at []

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