Q2 2007 TechTarget and CMO Council This report is the second in a series of quarterly surveys to TechTarget’s IT Research Panel. Respondents’ preferences for media consumption and technology solutions will be compared to initial benchmarks established in our first report. 1100 technology professionals responded to this survey. A full demographic profile of respondents is available at the end of this report. Technology Buying Media Consumption Survey, Report 2 and
Transcript
Q2 2007 TechTarget and CMO Council
This report is the second in a series
of quarterly surveys to TechTarget’s
IT Research Panel. Respondents’
preferences for media consumption
and technology solutions will be
compared to initial benchmarks
established in our first report. 1100
technology professionals responded
to this survey. A full demographic
profile of respondents is available at the
end of this report.
Technology BuyingMedia Consumption
Survey, Report 2and
Page 2 of 58Technology Buying and Media Consumption Survey, Report 2
Page 3 of 58Technology Buying and Media Consumption Survey, Report 2
IT Publishers’ Web sites are Leading Information Source
The most noteworthy shift in ranking occurs in the questions related to informationsources. When asked “In the past 3 months, which of the following informationsources have you looked to for information on a new product or technology that yourcompany is potentially going to acquire or implement?”, the number one sourceremains search engines. However, IT publisher’s Web sites moved into second place,displacing vendor Web sites which moved to third place.
The distinct favoritism for IT publisher online content over vendor Web sitesis worth noting. Over time IT buyers may be searching for third party editorial contentthat discusses a technology or product offering in an unbiased way. This trend wouldreinforce that publisher content satisfies the buyer’s reliance on the Web for research,it may also indicate that, at a stage closer to developing a short list or makinga purchase, the buyer moves to vendor content to obtain technical specifics ona solution.
Technology Purchase Trends Reinforce that Buyers’ PrioritiesContinue to Center Around Solutions that Impact Businessand Growth
Our second report reaffirms that aligning IT with business requirements, growth,and modernization continues to be the key focus of IT professionals, and, that thisremains a priority over concerns related to operational efficiencies, cost containment,or upgrading existing infrastructure.
This trend is reinforced by the repeated ranking of business application deploymentas the number one focus for the next six months.
This correlation makes sense as increased focus on applications such as CRMand Collaboration software drive differentiation, performance, output and processimprovement.
Key Findings
Page 4 of 58Technology Buying and Media Consumption Survey, Report 2
Key Findings (continued)
Securing and sustaining these applications is also a critical need as evidencedby the top three areas of IT organizational priority; data security/integrity,disaster recovery/business continuity and security, with disaster recovery movingto the forefront.
Media Content Offered Online Needs to Solve a Problem
Interesting to note, buyers indicate regardless of where they download media contentsuch as white papers or webcasts, they are critical of content that is not problem-solving or that is overly product-focused.
This is a strong consideration for technology marketers investing resources inmedia content and distribution.
Page 5 of 58Technology Buying and Media Consumption Survey, Report 2
Media Consumption
• In terms of specific media consumption, results are consistent with our first study.White Papers and Newsletters are most frequently used. However, Demo SoftwareDownloads increase in popularity at all stages of IT solution review and buyingprocess.
• In this study we see continued use of new media—Blogs, Podcasts, Wikis; howevera majority of users (approximately 70%) have not experienced these new formats.When they have, they see them as effective at early stages of the buying process.
• As indicated earlier, Webcast Downloads occur early in the purchase cycle,to research new technologies/vendors. However, a higher percentage of therespondents indicate a preference for also using Webcasts in the mid stageof the purchasing cycle—to identify technical features.
• Our usage/effectiveness study again indicates that, in rank order, Case Studiesand Videos are set for rapid growth. However, Vendor Demos are perceivedas highly effective. In our last study we had not covered vendor demos.
Executive Summary
Page 6 of 58Technology Buying and Media Consumption Survey, Report 2
Executive Summary (continued)
Technology Purchase Intentions
• As mentioned in our Key Findings, aligning IT with business and growth,continues to be first on the list for top-of-mind Issues.
• The focus in the next 6 months continues to be on Business Applications,Networking, Servers, End-User systems, and Security which reflectsapplication deployment leading the list for purchase intent areas.
• Relative to the first report, the IT priorities remain unchanged except forDisaster Recovery, which moves from 7th position to 2nd position. This changeresults in integrating/Enhancing Systems and Processes to drop out ofthe Top 5 ranking.
• Compared to the first report, Servers has become a greater priority for plannedupgrades; moving from 6th position to 3rd. This resulted in End User Systemsmoving from 2nd position to 4th.
Page 7 of 58Technology Buying and Media Consumption Survey, Report 2
Please indicate the top five priority areas for your IT organization over the nextsix months.
Relative to the first report, the IT priorities remain unchanged except for Disaster Recovery.
Disaster Recovery moves from 7th position to 2nd position.
This change results in Integrating/Enhancing Systems and Processes to drop out of our
Top 5 ranking. The top priorities for IT Organizations in the next 6 months are Data Security,
Disaster Recovery/Business Continuity, and Security, Customer Service/Relationship, and
Business Process Management.
Data security/integrity
Disaster recovery/business continuity
Security
Customer service/relationship management
Business process management
Integrating/enhancing systems and processes
Business intelligence
IT architecture redesign
IT service management (ITIL)
Data integration
Other (Storage, Collaboration, VoIP, E-commerce,Compliance, Mobility/mobile workforce, Outsourcing, Consolidation,
Page 11 of 58Technology Buying and Media Consumption Survey, Report 2
Technology-Buying Priorities Summary
• Relative to the first report, the IT priorities remain unchanged except for Disaster Recovery.
Disaster Recovery has moved from 7th position to 2nd position. The top priorities for IT
Organizations in the next 6 months are Data Security, Disaster Recovery, Security, Customer
service/relationship and Business Process Management.
• Compared to the first report Servers has become a greater priority. It moved from 6th
position to 3rd position. Business Applications, Networking, Servers, End-User Systems and
Security continue to be the top areas that organizations plan to focus in the next 6 months.
• Aligning IT with business requirements remains the primary driver for 2007 strategies.
• IBM, Microsoft and HP are the top three vendors that come to mind in terms of purchase
intention. These results remained unchanged from the first report.
Page 12 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, which of the following content sources have youlooked to for information on a new product or technology that your companyis potentially going to acquire or implement?
Search Engines, IT Publishers, IT Vendor Web sites and IT Newsletters are the most frequently
used sources for individuals looking for information about technology.
Search Engines (Google, Yahoo)
IT Publishers – Websites (TechTarget, CMP, IDG)
IT Vendor Web sites (www.brandX.com)
IT Newsletters
IT Publishers – Magazines (TechTarget, CMP, IDG)
Conferences/Seminars/Trade shows
Published Research (Gartner, Forrester)
Organizations/Associations
Information from System Integrators and/or VARs
Online Community Groups
Other (IT Blogs, IT Wiki’s, None of the Above)
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
62.40%
40.00%
50.20%
40.40%
36.10%
67.40%
54.20%
47.50%
40.10%
32.70%
Q2
Q2
Q2
Q2
Q2
Q2
31.70%
24.40%
23.70%
22.00%
17.00%
32.10%
Page 13 of 58Technology Buying and Media Consumption Survey, Report 2
Search Engines (Google, Yahoo)
IT Publishers – Websites (TechTarget, CMP, IDG)
IT Vendor Web sites (www.brandX.com)
Conferences/Seminars/Trade shows
Published Research (Gartner, Forrester)
IT Publishers – Magazines (TechTarget, CMP, IDG)
Information from System Integrators and/or VARs
IT Newsletters
Organizations/Associations
Online Community Groups
Other (IT Blogs, IT Wiki’s, None of the Above)
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
31.00%
17.80%
9.50%
7.30%
6.80%
Q2
Q2
Q2
Q2
Q2
Q2
5.30%
4.60%
4.20%
4.10%
3.60%
5.70%
Which is the single most effective information source?
The most effective information sources are Search Engines and IT Publishers.
This remains unchanged from Report 1.
Page 14 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, which of the following media types or formatshave you utilized to view or evaluate new technology information?
The content media types most used via these sources are White Papers, Software Downloads,
Email Newsletters, Product Literature and Articles.
White Papers
Software Downloads (Full, trial or demo software)
Email Newsletters
Product Literature
Articles/News stories
Webcasts
Customer Case Studies
Vendor Demo (WebX or other)
Web Conferences
Podcasts
Other (Video email Newsletters, Banner Ads,Video Streaming Banner Ads, None of the above)
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
70.80%
50.10%
52.40%
51.10%
50.50%
62.50%
55.80%
52.40%
46.40%
43.30%
Q2
Q2
Q2
Q2
Q2
Q2
36.30%
24.60%
24.20%
17.50%
6.40%
17.20%
Page 15 of 58Technology Buying and Media Consumption Survey, Report 2
Software Downloads (Full, trial or demo software)
White Papers
Email Newsletters
Webcasts
Articles/News stories
Vendor Demo (WebX or other)
Product Literature
Customer Case Studies
Web Conferences
Podcasts
Other (Video email Newsletters, Banner Ads,Video Streaming Banner Ads, None of the above)
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
25.50%
17.90%
13.10%
8.80%
7.10%
Q2
Q2
Q2
Q2
Q2
Q2
6.40%
6.20%
5.30%
3.70%
0.70%
5.20%
Which is the single most effective content type?
The content media types that continue to be most effective are Software Downloads, White
Papers and Email Newsletters.
Page 16 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, approximately how many technical White Papershave you downloaded?
Within the last 3 months, a majority (62%) of respondents downloaded between 1 and 10
white papers. This remains unchanged from Report 1.
None 1–5 5–10 10–20 More than 20
Q1Q2
31.80% 16.90%35.30%
13.20%9.00%
30.70% 16.00%31.20%
Page 17 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically seek out and download White Papers?
Predominantly White Paper downloads occur early in the purchase cycle, to research new
technologies/vendors; however responses show they are also seriously utilized for various
stages of the buying process. This remains unchanged from Report 1.
64.20%
53.90%
59.60%
51.60%
38.70%
27.60%
18.70%
14.90%
No Data Available
To stay on top of new and emerging markets/technologies
To find solutions for solving problems
To obtain preliminary information about products and vendors
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To help justify potential buying decision
To develop a short list of vendors
To make a final decision about which product/technology to purchase
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
59.80%
57.70%
57.50%
49.90%
39.90%
26.50%
18.50%
17.50%
9.90%
Page 18 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter downloading a technical White Paper within the past 3 months?
Typically after reviewing a White Paper, respondents visit a vendor’s Web site, search out
more editorial content, or continue their search for additional content on other vendors.
This remains unchanged from Report 1.
Q1
Q1
Q1
Q1
Q1
53.1% 14.9%20.7%
18.8% 30.6%46.7%
12.9%25.8%46.0%10.7%
23.8%32.6% 26.3%12.4%
No Data Available
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Added Vendor to short list of candidates
Forwarded content to a colleague
Q1
Q1
Q1
Q1
Q1
10.9% 46.8%30.7%
44.8%35.0%
17.4%45.6% 26.4%
61.9% 10.4%15.3%
48.8% 12.3%27.3%
Always Almost Always Sometimes Almost Never Never
Q2
Q2
Q2
Q2
Q2
3.1%51.8% 11.3%25.9%
20.7% 30.2%2.7%
45.5%
10.0%45.2% 26.3%13.5%
24.6%34.0% 26.2%10.7%
14.5%47.8% 20.6%12.5%
Q2
Q2
Q2
Q2
Q2
4.2%13.2% 45.3%31.1%
3.8%46.8% 8.9%32.3%
12.9%51.0% 21.3%10.5%
7.2%62.0% 9.5%17.4%
51.9%4.6%
9.6%26.6%
8.3%
4.3%
4.0%
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows7.4%
0.90%
7.9%
5.0%
4.5%
4.6%
6.3%
Page 19 of 58Technology Buying and Media Consumption Survey, Report 2
If you were ever disappointed with a White Paper that you downloaded,which of the following contributed to that disappointment?
As with the first report, the most common criticisms of White Papers are when content is too
product focused and when content is not focused on problem solving.
Was expecting technology discussion, not product info
Not problem-solving-focused
Misleading title
Too product oriented
Too long
Other
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
47.70%
39.00%
33.30%
36.90%
18.30%
44.20%
40.60%
35.00%
34.90%
23.20%
5.40%
6.90%
Page 20 of 58Technology Buying and Media Consumption Survey, Report 2
White Papers Summary
• Results remain consistent with Report 1.
• In the past 3 months, a majority of respondents download between 1 and 10 white papers.
• Primarily downloads occur early in the purchase cycle, to research new technologies/vendors.
However, a majority of the respondents also use White Papers in both mid and final stages of the
purchasing cycle—identifying technical features (50%) and compare products as part of
competitive analysis process (40%)
• After reviewing a white paper, a reader will typically continue searching for additional content
on other vendors, visit a vendor’s Web site, or search out more editorial content.
• The most common criticism of a White Paper is when content is too product focused.
Page 21 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, approximately how many IT Webcasts have you viewed?
Within the last 3 months, a majority downloaded between 1 and 5 Webcasts. This remains
unchanged from Report 1.
None 1–5 5–10 10–20 More than 20
Q1 15.30%49.40%26.90%
Q2 17.10%43.70%29.20%6.60% 3.50%
Page 22 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically view Webcasts?
Responses remain consistent with our first report except that “identifying technical features”
increased from 33% to 45%.
Predominantly Webcast downloads occur early in the purchase cycle, to research new
technologies/vendors. However, a high percent of the respondents also use Webcasts
in the mid stage of the purchasing cycle—identifying technical features.
48.0%
40.90%
36.50%
32.50%
21.40%
14.80%
9.40%
6.10%
No Data Available
To stay on top of new and emerging markets/technologies
To obtain preliminary information about products and vendors
To find solutions for solving problems
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To help justify potential buying decision
To develop a short list of vendors
To make a final decision about which product/technology to purchase
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
55.30%
53.40%
51.50%
44.80%
32.40%
21.50%
14.40%
12.60%
9.00%
Page 23 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter viewing an IT Webcast within the past 3 months?
Similar to Report 1, typically after reviewing a Webcast a respondent will visit a vendor’s
Web site, search out more editorial content, or continue their search for additional content
on other vendors.
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Added Vendor to short list of candidates
Forwarded content to a colleague
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows
Always Almost Always Sometimes Almost Never Never
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
11.4%52.0%22.7%
10.9%29.9% 48.2%
17.7%42.5% 29.8%
57.0% 10.4%13.1% 15.5%
51.2%17.9% 16.0%
54.8%16.9% 16.7%
12.8% 37.7% 43.3%
27.0% 16.2%41.5%10.7%
27.1%13.3% 29.0% 25.7%
No Data Available
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
12.4% 49.2% 10.2%23.6%
5.4%8.3%
47.5%9.9%
28.8%
12.8%3.6%
53.4% 20.5%9.8%
7.7%4.5%
61.3% 12.8%13.8%
5.7%51.7% 14.5%
8.4%19.7%
6.6%7.2%53.7% 12.3%20.2%
2.5%15.4% 39.2%
5.9%37.0%
12.9%
4.2%
45.1% 22.4%15.4%
22.2%6.4%
37.2% 22.6%11.6%
14.7%5.3%
46.7% 19.2%14.1%
4.5%
Page 24 of 58Technology Buying and Media Consumption Survey, Report 2
If you were ever disappointed with an IT Webcast that you viewed,which of the following contributed to that disappointment?
The most common criticism of a Webcast, as with a White Paper, is when content is too
product focused.
27.80%
26.80%
24.60%
17.30%
16.90%
12.00%
11.90%
5.80%
Was expecting technology discussion, not product info
Not problem-solving-focused
Too product oriented
Misleading title
Too long
Video Quality
Sound Quality
Other
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
39.10%
31.70%
31.50%
25.80%
23.60%
21.30%
20.80%
6.20%
Page 25 of 58Technology Buying and Media Consumption Survey, Report 2
Do you have a preference for live Webcasts or on-demand Webcasts?
A majority of respondents still prefer on-demand Webcasts as opposed to live versions.
This remains unchanged from Report 1.
Live Webcasts On-demand Webcasts No Preference
Q1 31.7%58.3%10.0%
Q2 29.3%56.6%14.1%
Which of the following is a good length for a Webcast?
Preference continues to be shown for sessions lasting 45 minutes or less.
Less than 30 minutes 30-45 minutes 45-60 minutes 60-90 minutes Two hours or more
Q1 14.0%43.3% 41.1%
Q2 14.2%1.6% 0.3%
38.3%45.5%
Page 26 of 58Technology Buying and Media Consumption Survey, Report 2
Webcasts Summary
• Other than the change in consuming Webcasts to identify technical features, the results remain
unchanged from Report 1.
• In the past 3 months, a majority of respondents downloaded between 1 and 5 Webcasts
per year.
• Webcast consumption occurs primarily early in the purchase cycle, to research new technolo-
gies/vendors. However, a high percent of the respondents use Webcasts in the middle stages
of the buying cycle as well—identifying technical features (45%). We have seen that identifying
technical features increased from 33% to 44%.
• There is a preference for on-demand Webcasts.
• The most common criticisms of Webcasts are that the sessions are too product focused.
Preference was shown for sessions lasting less than 45 minutes.
• After reviewing a webcast, a respondent will typically continue searching for additional content
about other vendors, and visit a vendor’s Web site or search out more editorial content.
Page 27 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, approximately how many IT Podcastshave you downloaded?
Respondents that actively download Podcasts, download between 1 and 5. However,
a majority (68%) of respondents have never downloaded a Podcast. This remains unchanged
from Report 1.
None 1–5 5–10 10–20 More than 20
Q1 19.9%68.4%
Q2 1.7%18.6%67.8%8.5% 3.3%
Page 28 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically download IT Podcasts?
IT Podcasts continue to be downloaded in the early stages of the purchasing cycle,
to research new technologies/markets.
21.80%
15.20%
16.10%
11.40%
10.10%
7.80%
5.10%
4.20%
No Data Available
To stay on top of new and emerging markets/technologies
To find solutions for solving problems
To obtain preliminary information about products and vendors
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To help justify potential buying decision
To develop a short list of vendors
To make a final decision about which product/technology to purchase
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
60.00%
51.30%
46.40%
39.00%
31.00%
23.80%
18.50%
15.10%
11.50%
Page 29 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter downloading an IT Podcast within the past 3 months?
The actions remain unchanged from Report 1. Typically after reviewing a Podcast most
respondents will visit a vendor’s Web site, search out more editorial content, continue their
search for additional content about other vendors, or download a demo.
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
11.4% 42.4% 12.7%24.5%
12.4%27.0% 45.1%
20.2%36.3% 29.1%
45.5% 12.2%19.4% 19.8%
14.5% 11.9%19.8% 47.1%
48.5% 10.0%21.0% 12.2%
17.9% 30.6% 37.1%
23.7%38.2%14.5% 20.2%
27.5%11.0% 27.1% 26.1%
No Data Available
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Added Vendor to short list of candidates
Forwarded content to a colleague
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows
Always Almost Always Sometimes Almost Never Never
8.2%Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
4.4%20.0% 40.8%26.6%
43.9%9.8%
30.0%12.0%
10.7%7.7%
45.2% 18.9%17.5%
7.5%54.6% 13.9%18.0%
45.1% 13.9%25.0%10.1%
5.5%45.8% 10.7%24.9%13.2%
2.2%17.9% 39.3%
7.7%33.0%
11.0%42.6% 17.9%10.7% 17.9%
16.9%8.3%
36.0% 23.0%15.8%
17.4%8.3%
46.8% 15.2% 12.4%6.0%
6.1%
4.4%
Page 30 of 58Technology Buying and Media Consumption Survey, Report 2
If you were ever disappointed with an IT Podcast that you viewed,which of the following contributed to that disappointment?
The most common criticisms of a Podcast is that the content is too product focused
and not focused on problem solving.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
Was expecting technology discussion, not product info
Not problem-solving-focused
Too product oriented
Misleading title
Sound Quality
Too long
Other
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
32.80%
30.80%
30.80%
27.20%
25.10%
23.60%
3.30%
Page 31 of 58Technology Buying and Media Consumption Survey, Report 2
How do you primarily listen to Podcasts?
The majority of Podcast downloaders listen via their computers. This trend remains unchanged
from Report 1.
Apple’s iPod MP3 player (non-Apple) Cell phone/PDA Media player software on computer Other
Q1 19.3% 14.8% 55.1%
Q2 55.1%9.7%
15.1%18.2%1.8%
Do you currently subscribe to one or more podcasts via a Podcast (RSS) feed?
The majority of Podcast listeners still do not subscribe to RSS.
Yes No
Q1 64.4%31.6%
Q2 71.0%29.0%
Page 32 of 58Technology Buying and Media Consumption Survey, Report 2
Which of the following is a good length for a Podcast?
Preference was shown for sessions lasting less than 30 minutes. This remains unchanged
from Report 1.
Less than 15 minutes 15-30 minutes 30-45 minutes 45-60 minutes
Q1 35.7% 49.2% 10.7%
Q2 13.8%5.4%
47.7%33.1%
Page 33 of 58Technology Buying and Media Consumption Survey, Report 2
Podcasts Summary
• Results remain unchanged from Report 1.
• Respondents accessing Podcasts download between 1 and 10 of them. A majority
(68%) of respondents have never downloaded a Podcast, which is to be expected given this
is a “new media” type
• The majority of Podcast downloaders listen via their computers.
• Downloads occur early in the purchase cycle, to research new products/technologies.
• After reviewing a Podcast, a respondent will typically continue searching for additional content
about other vendors, visit a vendor’s Web site, search out more editorial content or download
a demo.
• Most respondents prefer Podcasts that are less than 30 minutes in length.
• Majority of Podcast downloaders do not subscribe to RSS feeds.
• The most common criticism of a Podcast is when content is too product focused.
Page 34 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 12 months, approximately how many Trial Software applicationshave you downloaded?
Within the last year, a majority downloaded between 1 and 10 Trial Software applications.
This is consistent with Report 1.
49.20%
16.70%
19.60%
8.10%
3.70%
1.60%
1.20%
1-5
5-10
None
10-20
20-30
More than 40
30-40
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
43.00%
22.80%
15.70%
9.90%
4.20%
2.40%
2.00%
Page 35 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically download Trial Software applications?
Compared to Report 1, a larger percentage of respondents indicate downloading Trial
Software at various stages. This indicates an increased interest throughout the purchasing
process. A majority of respondents use trial software to identify solutions to problems,
comparing products as part of the competitive analysis process, and identifying technical
features that apply to specific applications.
53.10%
50.20%
47.50%
46.30%
31.50%
34.90%
27.60%
17.00%
No Data Available
To find solutions for solving problems
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To obtain preliminary information about products and vendors
To help justify potential buying decision
To stay on top of new and emerging markets/technologies
To make a final decision about which product/technology to purchase
To develop a short list of vendors
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
60.60%
54.30%
52.50%
48.20%
38.80%
36.00%
34.00%
21.40%
13.00%
Page 36 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter downloading Trial Software applications within the past 12 months?
Typically after reviewing Trial Software most respondents will visit a vendor’s Web site,
download a Demo, continue their search for additional content on other vendors, or search
out more editorial content. Results remain consistent with Report 1.
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Added Vendor to short list of candidates
Forwarded content to a colleague
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
44.8% 10.0%10.2%25.8%
10.8%27.5% 42.4% 12.6%
16.8%51.8% 18.8%
14.9% 13.7%55.9% 11.1%
16.1% 14.1%18.9% Data Not Available45.9%
27.6% 40.5%15.2%
18.0% 39.0% 31.8%
47.0%10.2% 22.1% 17.0%
31.1%22.9%30.4%
Always Almost Always Sometimes Almost Never Never
3.0%Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
13.9% 47.2%5.5%
30.3%
5.8%45.2%
9.8%30.2%9.0%
5.1%57.4% 14.5%13.3%
5.1%64.6%
6.1%15.7%
49.3% 13.9%24.2%
4.1%41.8%
2.0%31.3%20.7%
1.7%23.7% 31.7%
2.1%40.8%
12.0%49.8% 17.8%15.1%
26.3%5.0%
33.3% 23.9%11.5%
11.1% 40.6% 20.3% 22.6%5.3%6.4%6.2%
9.7%
8.6%
5.1%
Page 37 of 58Technology Buying and Media Consumption Survey, Report 2
Trial Software Download Summary
• Other than an increased percentage of respondents downloading software at various
purchasing stages, results remain unchanged.
• Majority of respondents download between 1 and 10 Trial Software applications per year.
• Compared to Report 1, results show that a larger percentage of respondents download
Trial Software at various stages of the purchase process. This reflects an increased interest
among a majority of respondents to use Trial Software throughout the purchase process
to compare products, and to identify technical features of specific applications.
• After reviewing Trial Software, a respondent will typically continue searching for additional
content about other vendors, visit a vendor’s Web site, search out more editorial content
or download a demo.
Page 38 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, approximately how many IT Blogs have you viewed?
Within the last 3 months, respondents that actively view IT Blogs, viewed between 1 and 5.
However, many (46%) respondents have never viewed an IT Blog.
None 1–5 5–10 10–20 More than 20
Q1 No Data Available
Q2 29.1% 12.2%45.9%5.5% 7.3%
Page 39 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically seek out and view IT Blogs?
IT Blog usage occurs early in the purchasing cycle, to stay on top of new and emerging
products/technologies.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
To stay on top of new and emerging markets/technologies
To find solutions for solving problems
To obtain preliminary information about products and vendors
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To help justify potential buying decision
To develop a short list of vendors
To make a final decision about which product/technology to purchase
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
61.40%
59.40%
44.50%
33.60%
30.50%
19.40%
14.50%
13.30%
9.80%
Page 40 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter viewing an IT Blog within the past 3 months?
Based on the high incidence of respondents that indicate they do not contact a vendor,
our findings indicate that blogs are not used at the end of the purchasing cycle. Typically,
after viewing an IT Blog, a reader will visit a vendor’s Web site, search out more editorial
content, or continue their search for additional content about other vendors.
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Added Vendor to short list of candidates
Forwarded content to a colleague
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Always Almost Always Sometimes Almost Never Never
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
13.3% 44.8% 12.0%6.0%
23.9%
44.2% 11.7%5.8%
26.3%12.0%
5.0%
47.4% 20.2% 17.7%9.8%
5.1%64.6%
6.1%15.7%
50.4% 13.2%19.4%
8.7%50.0% 14.1%19.1%
4.9%
13.1% 44.5%
9.3%
28.2%
19.7%36.0% 26.8%12.6%
23.5%7.4%
33.2% 21.3%14.5%
11.5% 36.0% 22.9% 23.8%5.8%9.6%7.3%
8.2%
8.6%
5.0%
Page 41 of 58Technology Buying and Media Consumption Survey, Report 2
If you were ever disappointed with an IT Blog that you viewed,which of the following contributed to that disappointment?
The most common criticism of IT Blogs are when content is not focused on problem solving.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
Not problem-solving-focused
Misleading title
Was expecting technology discussion, not product info
Too long
Too product oriented
Other
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
40.80%
29.80%
28.90%
23.50%
21.40%
7.70%
Page 42 of 58Technology Buying and Media Consumption Survey, Report 2
IT Blog Summary
• Majority of respondents read between 1 and 5 Blogs. However a majority (46%) of respondents
have never read an IT Blog.
• After reviewing an IT Blog, a respondent will typically continue visit a vendor’s Web site,
search out more editorial content or continue their search for additional content about other
vendors.
• The most common criticisms of IT Blogs are that they are not problem-solving-focused.
Page 43 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, approximately how many IT Videoshave you downloaded?
Within the last 3 months, respondents that actively download IT Videos, downloaded between
1 and 5. However, a majority (67%) of respondents have never downloaded an IT Video.
None 1–5 5–10 10–20 More than 20
Q1 No Data Available
Q2 1.7%21.3%66.5%8.0% 2.5%
Page 44 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically seek out and download IT Videos?
IT Video use occurs early in the purchasing cycle—to research new technologies/markets,
obtain preliminary information about products and vendors, and to find solutions to problems.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
To stay on top of new and emerging markets/technologies
To obtain preliminary information about products and vendors
To find solutions for solving problems
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To help justify potential buying decision
To develop a short list of vendors
To make a final decision about which product/technology to purchase
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
54.70%
53.00%
51.60%
37.80%
36.60%
24.90%
18.20%
14.50%
12.30%
Page 45 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter downloading an IT Video within the past 3 months?
Typically after downloading an IT Video a viewer will visit a vendor’s Web site, search out
more editorial content, or continue their search for additional content about other vendors.
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Forwarded content to a colleague
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Always Almost Always Sometimes Almost Never Never
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
15.4% 44.5%5.2%6.5%
28.3%
45.5%4.7%6.0%
31.4%12.5%
6.6%50.1% 16.4% 12.7%14.2%
48.2% 11.9%21.8%10.6%
51.1%5.3%
23.7%10.5%
4.4%41.5%
2.6%34.7%16.8%
12.7%42.5% 19.5%16.6%
20.8%36.8% 18.4%14.5%9.5%
15.9%42.9% 16.4%15.6%9.3%
9.5%
8.7%
7.5%
Page 46 of 58Technology Buying and Media Consumption Survey, Report 2
If you were ever disappointed with an IT Video that you viewed,which of the following contributed to that disappointment?
The most common criticisms of IT Videos is content that is too product focused
and when content is not focused on problem solving.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
Too product oriented
Not problem-solving-focused
Was expecting technology discussion, not product info
Misleading title
Video Quality
Too long
Sound Quality
Other
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
31.20%
30.50%
30.00%
24.20%
24.00%
22.00%
21.80%
4.80%
Page 47 of 58Technology Buying and Media Consumption Survey, Report 2
IT Videos Summary
• Among respondents that download IT Videos, a majority of respondents download between
1 and 5 IT Videos. However, 67% of respondents have never downloaded an IT Video.
• Downloads occur early in the purchase cycle, to research new markets/technologies.
• Typically after downloading an IT Video a viewer will visit a vendor’s Web site, search out
more editorial content, or continue their search for additional content about other vendors.
Page 48 of 58Technology Buying and Media Consumption Survey, Report 2
In the past 3 months, approximately how many IT Wiki’s have you used?
Within the last 3 months, respondents that actively use IT Wiki’s, used them between 1 and 5
times. However, a majority (71%) of respondents have never used an IT Wiki.
None 1–5 5–10 10–20 More than 20
Q1 No Data Available
Q2 2.2%17.9%70.9%6.4% 2.7%
Page 49 of 58Technology Buying and Media Consumption Survey, Report 2
Why do you most typically seek out and use IT Wiki’s?
IT Wiki usage occurs early in the purchasing cycle, for problem solving, to research new
technologies/markets, and to obtain preliminary information about products and vendors.
Many respondents also use Wiki’s in the middle part of the purchasing cycle—to identify
technical features.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
To find solutions for solving problems
To stay on top of new and emerging markets/technologies
To obtain preliminary information about products and vendors
To identify technical features that apply to my specific applications
To compare products as part of the competitive analysis process
To help justify potential buying decision
To develop a short list of vendors
To make a final decision about which product/technology to purchase
To decrease my timeframe to purchase
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
58.70%
49.90%
49.30%
44.00%
33.00%
24.10%
18.00%
16.10%
11.90%
Page 50 of 58Technology Buying and Media Consumption Survey, Report 2
How often would you say that you have taken any of the following actionsafter using an IT Wiki within the past 3 months?
Not surprising, IT Wiki’s are not noted for prompting direct vendor contact. Typically after
using an IT Wiki a user will continue their search for additional content about other vendors,
visit a vendor’s Web site, or search out more editorial content.
Always Almost Always Sometimes Almost Never Never
Searched out content from alternative vendors
Searched out more editorial content
Removed Vendor from short list of candidates
Forwarded content to a colleague
Downloaded/demoed product
Visited a vendor’s web site
Contacted a vendor via phone or email
Do nothing / Wait for the vendor to contact me
Attended conferences/seminars/trade shows
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Data Not Available
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
17.5% 40.1%6.2%8.6%
27.6%
41.3%6.0%8.4%
30.5%13.8%
7.2%45.6% 20.4% 15.9%10.8%
51.1% 12.4%19.3%
46.5% 14.1%20.4%9.9%
8.2%42.6%
6.3%27.5%15.4%
18.5%37.3% 23.0%13.3%
23.0%35.5% 18.2%15.2%
24.0%37.4% 17.1%13.2%
9.0%
7.9%
8.2%
9.1%8.2% 8.4%
Page 51 of 58Technology Buying and Media Consumption Survey, Report 2
If you were ever disappointed with an IT Wiki that you used,which of the following contributed to that disappointment?
The most common criticism of IT Wiki is when content is not focused on problem solving.
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
No Data Available
Not problem-solving-focused
Misleading title
Was expecting technology discussion, not product info
Too product oriented
Too long
Other
Q1
Q1
Q1
Q1
Q1
Q1
Q2
Q2
Q2
Q2
Q2
Q2
36.00%
29.40%
24.70%
23.00%
18.00%
7.80%
Page 52 of 58Technology Buying and Media Consumption Survey, Report 2
IT Wiki Summary
• Majority of respondents use between 1 and 5 IT Wiki’s. However, 71% of respondents have never
used an IT Wiki.
• IT Wiki’s are used primarily early in the purchase cycle, to research new technologies/vendors.
However a percent of the respondents use IT Wiki’s in the middle stages of the buying cycle—
identifying technical features (44%).
• Typically after using an IT Wiki a user will continue their search for additional content
about other vendors, visit a vendor’s Web site, or search out more editorial content.
• The most common criticism of an IT Wiki is when content is not problem solving-focused.
Page 53 of 58Technology Buying and Media Consumption Survey, Report 2
Overall, how would you rate the following information sources in termsof their effectiveness in delivering information needed to make enterprisetechnology purchase decisions?
Since the previous report, Podcasts and IT Publishers’ Web sites both increased in ranking;
however Wiki’s position decreased. We have also seen that Search Engines moved from 4th
position to 3rd. IT Publisher Sites moved from 5th position to 4th. Case Studies rose from 5th
position to 3rd. Trial Downloads, White Papers, Search Engines and IT Publisher Web Sites are
the most effective sources for individuals looking for information about technology.
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
24.9% 11.3%60.3%
14.2%14.2% 15.6%52.9%
41.9%21.5%25.3%
19.5%11.7% 26.0%37.1%
46.6% 41.1%
22.7% 18.0%52.5%
11.4% 25.6%57.2%
15.3% 18.8%57.7%
5.4%
13.4% 21.6%55.7%
32.5% 19.5%41.9%
17.4% 20.7%53.7%
49.7%20.0% 18.7%
23.5%30.4%31.2.%
29.7%28.0% 26.5%
29.8%48.9%9.0%
19.4%21.4% 43.9% 10.7%
49.7%18.0% 11.1%17.4%
Very Effective Somewhat Effective Not too Effective Not at all Effective No Opinion
White papers
Webcasts
Podcasts
Videos
Trial or demo software
Case studies
Industry magazines
IT Publishers - Websites (TechTarget, CMP, IDG)
IT Publishers - Magazines (TechTarget, CMP, IDG)
Search engines (Google, Yahoo)
IT vendor Web sites (www.brandX.com)
Conferences/seminars/trade shows
IT Blogs
Wiki's
IT Newsletters
Published Research (Gartner, Forrester)
Vendor Demo (WebX or other)
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
Q2
29.1% 9.9%3.5%1.9%
55.6%
11.7%16.2% 16.7%52.2%
34.4%6.0%
25.3%6.8%
27.5%
20.6%12.3% 23.2%37.8%
3.8%52.9% 35.0%
4.5%22.4% 17.3%52.1%
16.6% 21.7%55.0%
20.4% 16.2%56.0%
8.2%18.4% 18.1%52.3%
2.4%43.2% 12.0%40.4%
4.1%22.8% 17.6%53.1%
8.9%20.4% 22.0%43.9%
23.5%27.4% 10.0%31.7%
34.5%26.0% 9.4%24.0%
7.0%29.1%48.6%
19.9%17.3% 13.4%44.5%
11.2%20.7% 18.5%46.2%
6.0%
2.8%
6.8% 1.5%
3.6%
3.1%
2.0%
3.6%
3.1%
2.0%
2.3%
4.8%
7.4%
6.1%
8.9% 6.3%
4.9%
3.4%
Page 54 of 58Technology Buying and Media Consumption Survey, Report 2
Gap Analysis Data
Given low levels of usage vs. high levels of effectiveness, Case Studies, Videos and Trial
Downloads are set for rapid growth.
Trial or demo software
Search engines (Google, Yahoo)
White papers
IT vendor Web sites (www.brandX.com)
IT Publishers (TechTarget, CMP, IDG)
Webcasts
IT Newsletters
Conferences/seminars/trade shows
Case studies
Videos
IT Blogs
IT Wiki's
Podcasts
Published Research
Vendor Demo
Q1
49.90%
62.30%
71.00%
50.30%
37.00%
39.00%
40.50%
38.90%
28.60%
5.20%
17.00%
15.10%
9.40%
Data NA
Data NA
Gap
Q1
37.77%
12.10%
14.28%
20.79%
34.02%
28.11%
17.46%
30.86%
46.60%
43.61%
20.67%
20.31%
21.10%
Data NA
Data NA
Effectiveness
Q1
87.77%
74.40%
85.28%
71.09%
71.02%
67.11%
57.96%
69.76%
75.20%
48.81%
37.67%
35.41%
30.50%
Data NA
Data NA
Q2
55.60%
68.10%
63.00%
48.10%
43.67%
36.70%
40.80%
31.90%
25.00%
6.10%
15.80%
11.20%
6.60%
24.60%
24.20%
Q2
32.22%
15.47%
21.82%
27.88%
29.93%
31.69%
16.75%
32.90%
49.40%
43.94%
23.40%
19.16%
27.18%
37.20%
42.77%
Q2
87.82%
83.57%
84.82%
75.98%
73.60%
68.39%
57.55%
64.80%
74.40%
50.04%
39.20%
30.36%
33.78%
61.80%
66.97%
Usage
Page 55 of 58Technology Buying and Media Consumption Survey, Report 2
Information Source Evaluation Chart
J
J
M
M
L
L
K
K
II
E H
H
F
G
F
G
A
D E
A
DB
BC C
Usage
Effe
ctiv
enes
s
Information Source Usage vs.User Effectiveness Rating
Page 56 of 58Technology Buying and Media Consumption Survey, Report 2
Usage/Effectiveness
Usage:
• Search Engines, IT Publishers, IT Vendor Web Sites and IT Newsletters are the most
frequently used sources for individuals looking for information about enterprise technology.
IT Publishers increased in rank and percentage.
• The content media types most used are White Papers, Software Downloads, Email
Newsletters, Product Literature and Articles. Software Downloads show significant increase
in rank. They shifted from 5th position to 2nd.
Effectiveness:
• The most effective information sources are Search Engines and IT Publishers. This remains
unchanged.
• The content media types that continue to be most effective are Software Downloads,
White Papers, and Email Newsletters.
Results of Gap Analysis:
• Given low levels of usage vs. high levels of effectiveness, Case Studies, Videos
and Vendor Demos are set for rapid growth.
Page 57 of 58Technology Buying and Media Consumption Survey, Report 2
Key Takeaways
• The unbiased nature of editorial content on IT Publishers’ sites may account for IT buyers
ranking them over vendor Web sites as an information resource.
• While all media types are utilized at various stages of the buying cycle, the exception to this
goes to Podcasts where a preference for early stage consumption is obvious. The shorter
duration and summary format of Podcasts may lend themselves to early consumption.
• Tech buyers are definitely predisposed to use more Trial Downloads in the future. It is obvious
from the second report that this trend is continuing and growing. A big question is to what
degree this trend persists.
• Technology marketers that address concerns over alignment of IT solutions with business
concerns will be speaking to the major issue technology buyers are grappling with in early 2007.
Respondent Profile
• All 1100 respondents were involved in the decision making process.
• The majority of respondents represented large organizations.
Median company size—1,000 employees
• Over 30% of the respondents hold management titles.
Most held technical roles
48% Technical, 10% Business, 42% Combined Role
• Most organizations represented had IT budgets over $500K.
37% under $500k, 63% over $500K
Page 58 of 58Technology Buying and Media Consumption Survey, Report 2
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For more questions or information about this study contact:
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