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Social Media and Video Influence IT Purchasing Decisions

by Lenna Garibian  |  
January 17, 2013
  |  1,769 views

When making purchasing decisions about tech products and services, business and IT (information technology) professionals are turning to social, mobile, and video content in a big way in the United States, according to a report from IDG Research Services.

Some 96% of B2B tech buyers say they use one or more social media website or service, and fully 4 in 10 say a vendor's presence on the social Web has a positive impact on their satisfaction with the company (45%), likelihood to purchase (43%), and willingness to recommend a company (43%).

A vendor's presence on the social Web also appears to boost brand loyalty (39%) and even level of spending (27%) with the vendor.

Below, additional findings from IDG Research Services.


When using social sites, more than one-half of B2B tech buyers say they seek information about product offerings and support; roughly the same proportion looks for product reviews and ratings.

Massive Mobile Use

In the tech sector, mobile device use is pervasive: 75% of B2B tech buyers own or regularly use at least two or more mobile devices.


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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