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IT Execs: Social Media Most Trusted Source for Purchasing Decisions

by MarketingCharts staff
IT Execs: Social Media Most Trusted Source for Purchasing Decisions
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Launched by online professional community ITtoolbox and PJA Advertising + Marketing, the study also seeks to determine how social media tools and user-generated content are used to evaluate IT purchasing decisions.

Among the key findings of the study:

  • Executive-level decision-makers spend nearly 3.5 hours per week consuming or participating in social media – the highest usage profile of any IT audience.

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  • Nearly two-thirds of IT professionals surveyed say social media content and user-generated tools have made for a more informed purchasing decision; nearly three-quarters say such content and tools have made their lives more efficient.

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  • Overall, vendor websites, followed by user-generated content and editorial websites and trade magazines, are the most referenced information sources for IT purchasing information.
    • Vendor websites are referenced often or very often by 61.5% of respondents.
    • User-generated content is referenced often or very often by 42.6% of respondents.
    • Editorial websites and trade magazines are referenced often or very often by 40.7% of respondents.
    • Paid analyst research, catalogs and buyer’s guides are referenced often or very often by 24.75% of respondents.
  • IT audiences now spend as much or more time consuming or participating in social media as they do consuming editorial media or vendor content.

Other survey findings:

  • For executive decision-makers, the top-level strategic IT goal is to help enable innovation that drives competitive advantage. For other IT audiences, the top goal is to drive efficiency and lower costs.

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  • Asian IT management and staff spend the most time consuming or participating in social media: 4.45 hours per week.
  • More than half of survey respondents noted a modest to substantial increase in IT purchasing budgets for 2007.

About the study: In May 2007, the survey was distributed to more than 400,000 IT professionals around the world. More than 2,000 IT professionals responded, including C-level IT executives, business managers, IT analysts, and administrators and software developers.