Social networks overall have a growing and pervasive influence on the information technology (IT) purchasing process, despite the multiplicity of digital channels available to IT decision makers (ITDMs), according to studies from Forrester Consulting and Research Now, both commissioned by LinkedIn.
Moreover, LinkedIn has become an influential resource across the entire IT decision-making process, the research found.
To better understand how ITDMs are making purchasing decisions in an environment of information overload, LinkedIn commissioned a Forrester Consulting study titled "IT Purchasing Goes Social" and a ResearchNow study titled "IT Decision Makers Turn to LinkedIn." Both studies polled ITDMs across a diverse range of industries in North America.
Below, selected findings from those studies, as issued by LinkedIn.
ITDMs are heavy users of social networks:
- 85% use at least one social network for business purposes.
- 73% have engaged with an IT vendor via a social network.
However, LinkedIn is the preferred choice for ITDMs: 95% have used the professional networking site for business in the previous year, compared with 45% who have used personal social networks (e.g., Facebook) and 44% who have used microblogs (e.g., Twitter).
Influence of Social Networks