Center for Media Research - Daily Brief
Tech Buyers Go Deep For Information and Bite on White Papers
Some findings may surprise the marketers who advertise to these technology buyers. Below are some abbreviated stats.
- 56 percent of technology buyers use search phrases of three or more words, 19 percent use boolean operators, 6 percent use one word or an acronym.
- 53 percent of technology buyers scan 3-5 pages of search results.
- Sponsored links are read by 53 percent of technology buyers "frequently" or "sometimes." Thirty-four percent click on the link or ad "sometimes" or "frequently."
- 80 percent of technology buyers say that "sometimes" to "frequently" offline marketing materials such as magazine advertisements or direct mail create sufficient interest for them to seek more information online.
- More than 80 percent of technology buyers consider the type of content, overview provided (72 percent) and source of content (69 percent) before they register for it.
- Almost 80 percent of technology buyers will register for a white paper, while only 38 percent will register for a demo and 31 percent for a Webcast.
- Over 50 percent of technology buyers fill out profiles when they register for technology content online, 43 percent of technology buyers provide valid personal email addresses.
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