The Power of B2B Media Research Study. September 2016

Transcription

1 The Power of B2B Media Research Study September 2016

2 Objective and Methodology Objective The Objective is to create an independent market research study of purchasing decision makers and influencers across the broad B2B universe. The study will focus on where they get the information needed to do their jobs, how they the see these information sources changing in importance for them in the future, what they find most helpful in learning about new products, equipment, services and suppliers, as well as researching work related purchasing decisions and the actions they take as a result of seeing advertisements in industry magazines and newsletters. Methodology In September of 2016, MediaGrowth Research surveyed B2B professionals who work in business and professional markets ranging from the engineering, meetings, veterinary medicine, buildings and interiors market, representing a cross section of major industries and professions. Readers were invited by to take the survey, which was conducted online. This report is based on 1351 respondents. MediaGrowth Research, an independent market research firm, co-ordinated both the data collection and reporting of the results. 2

3 Which of the following best describes your industry? Engineering Veterinarian Interiors Buildings Meetings 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 3

4 What is the number of employees in your company (or the division of your company that serves the above industry)? 1,000 or more Less than % 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 4

5 In which of the following age groups do you belong? % 5% 10% 15% 20% 25% 30% 35% 40% 5

6 Which of the following best describes your purchasing function? (Check all that apply) 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Approve Purchase Make Purchase Research and Recommend Purchase 6

7 How often do you use the following information sources for industryrelated content? Print Magazines Digital Magazines Websites Newsletters Conferences or Trade Shows Product information from manufacturers Social Media Mobile Apps Webcasts/Virtual Events Video Daily Weekly Monthly Less than Monthly Never 7

8 Sources used for industry-related content: Websites Print Magazines Product information from manufacturers Digital Magazines Newsletters Conferences or Trade Shows Webcasts/Virtual Events Video Social Media Mobile Apps 8

9 What business-related mobile apps do you use most often? 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Tradeshow Directory apps Conference Polling apps Industry Related apps Other (please list each app) 9

10 How is the importance to you of each of these industry-related information sources likely to change in the next 3 to 5 years? Print Magazines Digital Magazines Websites Newsletters Conferences or Trade Shows Product information from manufacturers Social Media Mobile Apps Webcasts/Virtual Events Video Much less important Less important No change More important Much more important 10

11 How is the importance to you of each of these industry-related information sources likely to change in the next 3 5 years? Print Magazines Digital Magazines Websites Newsletters Conferences or Trade Shows Product Information from Manufacturing Social Media Mobile Apps Webcasts/Virtual Events Video As or More Important Less Important 11

12 Compared with the time I spend using equivalent mainstream business or consumer media (not specific to my industry), I spend more time with industry related...' Print Publications Content using a computer/laptop Content using a smartphone Content using a tablet Trade shows and conferences Strongly disagree Disagree Neutral Agree Strongly Agree 12

13 What is your preferred media format for... Researching Purchasing Decisions Gaining General Industry Knowledge Keeping Current on Industry Trends Print Magazines Digital Conferences 13

14 Industry suppliers can provide various types of information to help you make purchasing decisions. Typically, how helpful is each of the following? (Using a scale of 1 to 5, with 1 "not helpful" and 5 "very helpful") New Product Information Unique Product Information Comparison to competitors Application Stories Customer Testimonials Market Condition Company History Product Awards

15 How helpful is each of these sources to you in learning about new products, equipment, services, and suppliers in your business? (Using a scale of 1 to 5, with 1 "not helpful" and 5 "very helpful") Print Magazines Digital Magazines Websites Product info from manufacturers Newsletters Conferences or Trade shows Social Media Mobile Apps Webcasts/Virtual Events Video Search Engines

16 How helpful is each of these sources for researching work-related purchasing decisions or supplier selections (Using a scale of 1 to 5, with 1 "not helpful" and 5 "very helpful") Print Magazines Digital Magazines Websites Product info from manufacturers Newsletters Conferences or Trade Shows Social Media Mobile Apps Webcast/Virtual Events Video Search Engines

17 Which of the following actions have you taken in the last 12 months as a result of seeing advertisements in industry magazines and newsletters? (Check all that apply, total adds to more than 100%) Used a search engine Visited company website Recommended or purchased Called or ed directly Other None 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 17