What process do tech enthusiasts go through to buy tech? To find out, we partnered with IT Business Edge subscribers to see how mobile, social, search, and video affect what they buy. We found that 62% of B2B decision-makers use search to find white papers and case histories, while 70% view product videos.
87% of B2B decision makers use online media to make technology purchase decisions. Google partnered with IT Business Edge subscribers to get a deeper understanding around what kind of role search, video, mobile and social play in the decision making process. Here are some key findings:
- 64% of IT B2B decision makers use search engines to find white papers/case histories in preparation for their purchase.
- 70% of IT B2B decision makers view video product demonstrations, 54% watch live or recorded conference presentations.
- 44% of IT B2B decision makers interact with ads while consuming tech content on a website.