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 This shift in ranking, initially noted in Report #2, continues to hold true. When asked “In the past 3 months, which of the following information sources have you looked to for information on a new product or technology that your company is potentially going to acquire or implement?”, the number one source remains search engines. However, IT publisher’s Web sites moved into, and continue to hold, second place, displacing vendor Web sites, which moved to third place. The distinct favoritism for IT publisher online content over vendor Web sites is worth noting. Over time IT buyers may be searching for third-party editorial content that discusses a technology or product offering in an unbiased way. This trend would reinforce that publisher content satisfies the buyer’s reliance on the Web for research, it may also indicate that, at a stage closer to developing a short list or making a purchase, the buyer moves to vendor content to obtain technical specifics on a solution. These and more findings, including the current state of new media options, are now available in the Q3 report.
To download the Technology Buying and Media Consumption Survey Report – Q3 2007, please complete the registration below.
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advisory board 
