For companies looking for a tech partner, it all starts with search. In fact, we found that 67% weren't sure who to get their services from, leading almost all of those people to a search engine for answers. Others preferred to do their research through video searches, relying most heavily on brand sites and YouTube respectively.

Published
September 2012
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67% of Tech B2B customers are not sure what company to purchase their services from. 93% of them use the internet to research their decisions, more than any other source. Google conducted a clickstream study and survey to better understand their buying behavior. We found the following:

  • 48% of Tech B2B customers discover brands they weren't aware of through a search engine
  • Display ads are remembered most by Tech B2B customers (46%) vs. magazine ads (29%)
  • 32% download research (i.e. whitepapers) on their mobile phones
  • Brand websites (56%) & YouTube (54%) are the leading destinations for online tech b2b video content

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