• New IDG Survey Reveals IT Trends for Ads, Content and Social Media

    Did you know IT marketers will spend 52% of their ad budgets on digital media while 55% of IT buyers still consider print media a key information source?  Were you aware YouTube is the most popular social media site in Europe while Facebook is number one in North America?  International Data Group (IDG) Research Services has just released survey results that may impact your IT marketing decisions in 2011.

    The IDC survey shows 41% of IT marketers are allocating their digital spend on branded content sites, 24% on search sites and 21% on ad networks.  The majority (63%) expected a modest increase in media spend in 2011.  Furthermore, of the 100 IT marketers and agency professionals surveyed, on average marketers expect 52% of their 2011 media budgets will be digital.

    The survey also revealed trusted content sites and social media are emerging as key information sources for IT buyers and marketers.  When asked where they go to seek information, 75% of the buyer respondents said they relied on technology media sites, 55% on tech-related print publications, 45% on tech vendor sites, and 41% on tech-focused communities and discussion forums.  An overwhelming majority of respondents (83%) said they are more likely to link to a familiar “trusted” source when searching for information.

    The survey highlights the growing use of social media among IT buyers, with 63% reporting some regular use of popular social media sites.  Of these, 40% identify themselves as active users who read but rarely contribute to social media sites and 23% describe themselves as active participants who both read and make frequent contributions.  Tech users are more likely to visit Facebook (29% daily, 13% weekly) and YouTube (16% daily, 25% weekly).  LinkedIn and Twitter nearly tied in visit frequency with combined daily and weekly percentages of 19% and 18%, respectively.

    In North America, Facebook was the most popular social media site (45% daily or weekly use) while in Europe YouTube is most popular with 40% daily or weekly use.  Age was a major factor in social media use with 74% of 18 to 34 year olds describing themselves as active users or active participants.  The percentage drops to 70% for 35 to 44 year olds and slips further down to 55% for those in the 45 to 64 age bracket.

    The survey further reveals the growing use of social media marketing with nine out of 10 marketers reporting that they actively engage in social media marketing and expect to see an increase in this area over the next 12 months. The survey anticipates a sharp increase in mobile investments with 60% of respondents stating they will invest in mobile next year.  The survey also reveals that marketers are in alignment with 88% of tech buyers who use at least one mobile device (57% smart phones, 31% tablets).

    According to IDG Strategic Marketing Services President Matt Yorke, top mobile investment areas will include display ads, sponsorship in mobile apps, mobile artworks and display ad sponsorships in websites optimized for smart phones. 

    The 3,658 IT buyers and marketers were surveyed on IDG media sites and panels in the U.S., the U.K., Germany, Japan, Brazil and Sweden.

    Source:  http://www.businesswire.com/news/home/20101217006188/en/Technology-Buyers-Marketers-Agree

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