q3 2007 techtarget and cmo council technology buying and … · 2016-09-13 · q3 2007 techtarget...

Q3 2007 TechTarget and CMO Council

Technology BuyingMedia Consumption

Survey, Report 3and

This report is the third in a series

of quarterly surveys to TechTarget’s

IT Research Panel. Respondents’

preferences for media consumption

and technology solutions will be

compared to initial benchmarks

established in our first two reports.

1060 technology professionals

responded to this survey. A full

demographic profile of respondents

is available at the end of this report.

of 74Technology Buying and Media Consumption Survey, Report 3

Table of Contents

Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Technology-Buying Priorities Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

White Papers Summary .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Webcasts Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Podcasts Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Trial Software Download Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

IT Blog Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

IT Videos Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

IT Wikis Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

Virtual Trade Shows Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Vendor Demos Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

Widgets Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69

Gap Analysis Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

Respondent Profile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

About CMO Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

About TechTarget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Q3 2007 TechTarget and CMO Council

Technology BuyingMedia Consumption

Survey, Report 3and


Key Findings

IT Publishers’ Web sites are Leading Information Source

This shift in ranking, initially noted in Report #2, continues to hold true. Whenasked “In the past 3 months, which of the following information sources have youlooked to for information on a new product or technology that your company ispotentially going to acquire or implement?”, the number one source remains searchengines. However, IT publisher’s Web sites moved into, and continue to hold, secondplace, displacing vendor Web sites, which moved to third place.

The distinct favoritism for IT publisher online content over vendor Web sites is worthnoting. Over time IT buyers may be searching for third-party editorial content thatdiscusses a technology or product offering in an unbiased way. This trend would rein-force that publisher content satisfies the buyer’s reliance on the Web for research, itmay also indicate that, at a stage closer to developing a short list or making a pur-chase, the buyer moves to vendor content to obtain technical specifics on a solution.

Technology Purchase Trends Reinforce that Buyers’ PrioritiesContinue to Center Around Solutions that Impact Businessand Growth

Our second, and now third, report reaffirms that aligning IT with business require-ments, growth, and modernization continues to be the key focus of IT professionals,and, that this remains a priority over concerns related to operational efficiencies,cost containment, or upgrading existing infrastructure.

This trend is reinforced by the repeated ranking of business application deploymentas the number one focus for the next six months.

This correlation makes sense as increased focus on applications such as CRMand Collaboration software drive differentiation, performance, output andprocess improvement.


Key Findings (continued)

Securing and sustaining these applications is also a critical need as demonstrated bythe top three areas of IT organizational priority; disaster recovery, data security/integrity,and disaster recovery/business continuity and security.

Media Content Offered Online Needs to Solve a Problem

It is interesting to note that buyers continue to indicate that regardless of wherethey download media content such as white papers or webcasts, they are criticalof content that is not problem solving or that is overly product focused.

This is a strong consideration for technology marketers investing resources in mediacontent and distribution.


Executive Summary

Media Consumption

• In terms of specific media consumption, results are consistent with our first andsecond study. White Papers and Newsletters are most frequently used. However,Trial Software Downloads increase in popularity at all stages of IT solution reviewand buying process.

• In this recent study, we see continued use of new media—Blogs, Podcasts, Wikis;however a majority of users (approximately 70%) have not experienced these newformats. When they have, they see them as effective at early stages of thebuying process.

• As indicated earlier, Webcast Downloads occur early in the purchase cycle,to research new technologies/vendors. However, a higher percentage of therespondents indicate a preference for also using Webcasts in the mid stageof the purchasing cycle—to identify technical features.

• Our usage/effectiveness study indicates that, in rank order, Videos, Case Studiesand Trial Software Downloads are set for rapid growth. However, PublishedResearch and Vendor Demos are perceived as highly effective.

Technology Purchase Intentions

• As mentioned in our Key Findings, aligning IT with business and growth continuesto be first on the list for top-of-mind issues.

• The focus in the next six months continues to be on Business Applications,Networking, Servers, End-User systems, and Security indicating that applicationdeployment leads the list for purchase intent areas.

• Relative to the first two reports, the IT priorities remain unchanged except forDisaster Recovery, which moves from 7th position to 2nd position. This change resultsin Integrating/Enhancing Systems and Processes to drop out of the Top 5 ranking.


Executive Summary (continued)

• Compared to the last report, Servers remain a greater priority for planned upgrades;moving from 6th position to 3rd. This resulted in End User Systems moving from2nd position to 5th. Storage rose in ranking from 8th position to 4th.


Data security/integrity

Disaster recovery/business continuity

Security

Customer service/relationship management

Business process management

Storage

IT architecture redesign

Integrating/enhancing systems and processes

IT service management (ITIL)

Business intelligence

Other (data integration, collaboration, compliance, consolidation, e-commerce, merger/acquisition-related integration, mobility/mobile workforce, outsourcing,

portfolio management, risk management, unified communications, virtualization, VoIP, Other)

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

26.80%

26.30%

25.50%

23.70%

23.30%

12.26%

N

39.20%

34.60%

33.20%

29.30%

27.50%

44.40%

36.30%

34.80%

32.20%

30.20%

36.60%

25.80%

29.50%

33.20%

35.20%

Please indicate the top five priority areas for your IT organization over the nextsix months.

Relative to the second report, the IT priorities remain unchanged. The top priorities for IT

Organizations in the next six months are Data Security, Disaster Recovery/Business Continuity,

Security, Customer Service/Relationship, and Business process management.


Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

33.50%

33.40%

29.90%

29.90%

20.90%

13.88%

46.10%

40.50%

36.50%

33.60%

33.50%

43.40%

36.40%

36.10%

30.80%

35.70%

49.30%

36.70%

29.80%

27.70%

34.10%

Business applications (including business intelligence, call center, CRM, data management and warehousing, ERP, groupware/collaboration software)

Networking (including LAN, MAN, WAN, network management, routers, switches, VoIP)

Servers (including server virtualization)

Storage (including backup, SAN, NAS, storage virtualization)

End-user systems (including PCs, laptops, handhelds, thin clients)

Security (including anti-virus/spam, firewalls, identity and access management,intrusion detection/prevention, vulnerability assessment)

E-mail systems, servers, security and storage

Disaster recovery/business continuity

Data center-related products (including mainframes, management,networking OS, security, servers, storage)

Web services (including SOA)

Other (Systems management, Open Source software (including Linux),Compliance/risk management, Outside consulting services)

Which of the following does your organization plan to upgrade or addressin the next 6 months?

Compared to the second report, Storage has become a greater priority, rising from number 8

to number 4. The top focuses in the next six months continues to be on Business application,

Networking, Servers, Storage, End user systems, and Security.


Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

26.40%

12.30%

8.30%

7.00%9.30%

8.20%

9.60%5.80%

7.90%

7.00%6.60%

6.80%

5.30%

5.10%

4.60%

3.20%

4.20%

24.00%

16.00%

31.60%

14.10%

Aligning IT with business requirements

Growth

Cost containment

Modernization

Technology replacement cycle

Infrastructure upgrade

Need to increase IT staff productivity

ROI

Compliance

Risk Management

Other (Consolidation, Merger/acquisition, TCO)

Which of the following factors would you consider to be the primary driverof your information technology strategies in the coming year?

Compared to the second report, Cost Containment has increased in ranking from 4 to 3. Aligning

IT with Business Requirements and Growth remain the primary drivers for 2007 strategies.


% of First Response

IBMHPDellMicrosoftCiscoOracleSAPSunEMCAppleIntelAcerLenovoSalesforce.comCAMotorolaAdobeAlcatelDon’t KnowAccenture

Q2

15.615.614.3

9.46.93.44.12.41.70.80.80.30.40.20.30.50.30.30.30.2

Q1

15.312.312.011.9

9.34.03.11.81.11.00.80.30.60.70.40.60.30.30.70.3

Q3

16.115.214.4

8.78.14.31.81.71.41.20.80.80.30.30.20.20.20.20.00.0

% of Second Response

HPMicrosoftIBMDellCiscoOracleSunEMCSAPAvayaCARed HatNortelJuniperFijitsuAcerAlcatelBEA SystemsNetAppMotorola

Q3

14.111.7

9.48.88.74.03.21.51.40.70.60.60.50.50.40.30.20.20.20.1

Q2

12.313.711.4

8.86.94.93.62.01.20.10.30.20.80.30.20.70.70.70.70.1

Q1

15.28.49.18.47.23.53.11.52.00.60.60.61.81.10.80.80.60.60.60.6

% of Third Response

MicrosoftIBMHPCiscoDellOracleSunSymantecEMCAdobeVMWareIntelCASAPAvayaToshibaFijitsuRed Hat3ComAcer

Q3

11.08.68.48.16.04.72.82.12.10.80.80.60.50.50.40.40.30.30.30.3

Q2

9.65.5

10.97.26.43.72.41.41.30.20.40.50.81.80.40.80.10.40.40.6

Q1

10.25.88.07.76.83.23.11.71.20.90.90.90.90.90.90.91.21.00.90.9

Please list three brand-name vendors you intend to do business within thenext three months:

IBM, Microsoft, and HP remain the top three vendors that come to mind with regard to

purchase intention.


Technology-Buying Priorities Summary

• The top priorities for IT Organizations in the next six months are Data Security, DisasterRecovery/Business Continuity, Security, Customer Service/Relationship, and Business

process management.

• The top focus for the next six months continues to be on Business Application, Networking,Servers, Storage, End-user systems, and Security. Storage has risen as an area to address in the

next six months.

• Aligning IT with Business requirements remains the primary driver for 2007 strategies.

• IBM, Microsoft and HP are the top three vendors that come to mind in terms of purchaseintention. These results remain unchanged from the recent survey.


Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

68.20%

55.50%

52.00%

41.10%

32.30%

67.40%

54.20%

47.50%

40.10%

32.70%

62.40%

40.00%

50.20%

40.40%

36.10%

Search Engines (Google, Yahoo)

IT Publishers – Websites (TechTarget, CMP, IDG)

IT Vendor Web sites (www.brandX.com)

IT Newsletters

IT Publishers – Magazines (TechTarget, CMP, IDG)

Conferences/Seminars/Trade shows

Published Research (Gartner, Forrester)

Information from System Integrators and/or VARs

Organizations/Associations

IT Blogs

Other (Online Community Group, IT Wiki’s, None of the Above)

31.30%

29.60%

26.70%

22.60%

18.30%

11.13%

In the past 3 months, which of the following content sources have youlooked to for information on a new product or technology that your companyis potentially going to acquire or implement?

Compared to Report 2, the ranking of information sources has remained unchanged. Search

Engines, IT Publishers, IT Vendor Web sites, and IT Newsletters are the most frequently used

sources for individuals looking for information about technology.


Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

30.60%

15.00%

31.00%

17.80%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available


IT Publishers – Websites (TechTarget, CMP, IDG)

IT Vendor Web sites (www.brandX.com)


Conferences/Seminars/Trade shows

Information from System Integrators and/or VARs

IT Publishers – Magazines (TechTarget, CMP, IDG)

IT Newsletters

Organizations/Associations

Online Community Groups

Other (IT Blogs, IT Wiki’s, None of the Above)

6.00%

5.90%

4.80%

4.60%

1.73%

3.00%

6.80%

8.20%

7.30%

6.80%

10.10%

9.50%

Which is the single most effective information source?

Compared to the second report, Published Research moved from ranking 5 to 4

and Information from System Integrators and/or VARs moved from ranking 7 to 6.

The most effective information sources remain Search Engines and IT Publishers.


Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

36.60%

26.60%

24.80%

19.30%

8.80%

3.84%

66.00%

54.10%

48.70%

47.60%

43.90%

62.50%

52.40%

46.40%

55.80%

43.30%

70.80%

52.40%

51.10%

55.10%

50.50%

White Papers

Email Newsletters

Product Literature

Trial Software Downloads

Articles/News stories

Webcasts

Customer Case Studies

Vendor Demo (WebX or other)

Web Conferences

Podcasts

Other (Video email Newsletters, Widgets, Virtual Trade Shows, Banner Ads,Video Streaming Banner Ads, Other, None of the above)

In the past 3 months, which of the following media types or formatshave you utilized to view or evaluate new technology information?

Compared to Report 2, Email Newsletters moved from ranking 3 to ranking 2 and Product

Literature moved from ranking 4 to 3. This caused Software Downloads to move down in

ranking from 2 to 4. The content media types most used via these sources are White Papers,

Email Newsletters, Product Literature, Trial Software Downloads and Articles.


Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

7.00%

6.90%

2.90%

0.80%

0.97%

5.50%

20.30%

19.10%

13.80%

7.70%

9.40%

25.50%

17.90%

13.10%

6.40%

8.80%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

Trial Software Downloads

White Papers

Email Newsletters

Vendor Demo (WebX or other)

Webcasts

Product Literature

Articles/News stories

Customer Case Studies

Web Conferences

Video Email Newsletters

Other (Virtual Trade Shows, Podcasts, Widgets, Video Streaming Banner Ads,

Banner Ads, Other, None of the Above)

Which is the single most effective content type?

Compared to Report 2, Vendor Demo increased from ranking 6 to 4 and Product Literature

dropped from ranking 6 to 7. The most effective content types, in order, are Trial Software

Downloads, White Papers, Email Newsletters and Vendor Demo.


None 1–5 5–10 10–20 More than 20

Q1Q2Q3 14.20%

9.30%30.90% 15.50%30.00%

31.80% 16.90%35.30%

30.70% 16.00%31.20% 13.20%

In the past 3 months, approximately how many technical White Papershave you downloaded?

Within the last three months, a majority (61%) of respondents downloaded between 1 and 10

white papers. This remains unchanged from Report 2.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

60.60%

58.70%

58.40%

51.80%

44.70%

26.60%

20.60%

18.00%

12.10%

59.80%

57.70%

57.50%

49.90%

39.90%

26.50%

18.50%

17.50%

9.90%

64.20%

53.90%

59.60%

51.60%

38.70%

27.60%

18.70%

14.90%

No Data Available

To stay on top of new and emerging markets/technologies

To find solutions for solving problems

To obtain preliminary information about products and vendors

To identify technical features that apply to my specific applications

To compare products as part of the competitive analysis process

To help justify potential buying decision

To develop a short list of vendors

To make a final decision about which product/technology to purchase

To decrease my timeframe to purchase

Why do you most typically seek out and download White Papers?

Primarily whitepaper downloads occurred early in the purchase cycle, and are used

to research new technologies/vendors; however, responses show they are also utilized

for various stages of the buying process. This remains unchanged from Report 2.


Searched out content from alternative vendors

Searched out more editorial content

Removed Vendor from short list of candidates

Added Vendor to short list of candidates

Forwarded content to a colleague

13.2% 45.3%31.1%

46.8%32.3%

12.9%51.0% 21.3%

62.0% 9.5%17.4%

51.9% 9.6%26.6%

10.9% 46.8%30.7%

44.8%35.0%

17.4%45.6% 26.4%

61.9% 10.4%15.3%

48.8% 12.3%27.3%

Always Almost Always Sometimes Almost Never Never

3.0%12.8% 44.2%35.5%

3.2%46.8% 9.7%32.1%

10.6%54.3% 20.1%11.8%

6.4%62.9% 9.3%18.4%

52.2%4.1%

11.1%25.9%

8.2%

3.1%

3.1%

Downloaded/demoed product

Visited a vendor’s web site

Contacted a vendor via phone or email

Do nothing / Wait for the vendor to contact me

Attended conferences/seminars/trade shows6.7%

4.7%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

51.8%25.9%

45.5%20.7%

45.2% 26.3%

34.0% 26.2%

47.8% 20.6%

53.1%20.7%

46.7%18.8%

46.0% 25.8%

32.6% 26.3%

No Data Available

3.5%7.7%54.5%23.1%

0.7%29.9%

2.6%48.1%

9.9%46.7% 23.0%14.7%

23.5%30.3% 31.1%11.0%

47.9% 47.9% 18.9%11.9%

18.8%

5.7%

4.1%

5.7%

11.3%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

30.2%

30.6%

How often would you say that you have taken any of the following actionsafter downloading a technical White Paper within the past 3 months?

After reviewing a white paper respondents typically visit a vendor’s Web site, continue their

search for additional content on other vendors, or search out more editorial content. This is

consistent with Report 2.


Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

45.10%

44.40%

36.20%

35.90%

22.10%

44.20%

40.60%

35.00%

34.90%

23.20%

47.70%

39.00%

33.30%

36.90%

18.30%

Was expecting technology discussion, not product info

Not problem-solving-focused

Misleading title

Too product oriented

Too long

Other7.70%

5.40%6.90%

If you were ever disappointed with a White Paper that you downloaded,which of the following contributed to that disappointment?

As with the second report, the most common criticisms of white papers are that content

is too product focused, or that content is not focused on problem solving.


White Papers Summary

• In the past three months, a majority of respondents downloaded between 1 and 10 white papers.

• Primarily downloads occur early in the purchase cycle, to research new technologies/vendors.However a majority of the respondents use white papers in both mid and final stages of the

purchasing cycle—identifying technical features(52%) and compare products as part of com-

petitive analysis process (45%)

• After reviewing a white paper respondents typically visit a vendor’s Web site, continue theirsearch for additional content about other vendors, or search out more editorial content.

• The most common criticism of white papers is that content is too product focused,or that content is not focused on problem solving.


None 1–5 5–10 10–20 More than 20

Q1Q2Q3

3.60%26.40% 16.10%

4.90%49.00%

15.30%49.40%26.90%

17.10%43.70%29.20%

In the past 3 months, approximately how many IT Webcasts have you viewed?

Within the last three months, a majority of respondents had downloaded between 1 and 5

Webcasts. This remains the same as Report 2.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

61.80%

54.70%

50.90%

42.70%

32.10%

19.30%

16.10%

12.70%

10.10%

55.30%

53.40%

51.50%

44.80%

32.40%

21.50%

14.40%

12.60%

9.00%

48.0%

40.90%

36.50%

32.50%

21.40%

14.80%

9.40%

6.10%

No Data Available










Why do you most typically view Webcasts?

We have seen that respondents view Webcasts for the same reasons outlined in Report 2.

The only difference is that staying on top of new and emerging markets/technologies

increased from 55% to 62%. Webcast downloads primarily occur early in the purchase cycle,

to research new technologies/vendors. However, a high percentage of the respondents also

use webcasts in the mid-stage of the purchasing cycle to identify technical features.








5.3%10.9% 51.1%23.9%

4.1%48.5% 11.5%28.8%

11.4%53.1% 22.2%10.4%

7.9%61.6% 12.9%13.8%

53.5%6.2%

14.5%19.2%

7.1%

2.8%

3.9%






8.8%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

No Data Available

6.1%6.7%54.1%21.0%

2.4%39.5%

4.9%40.8%

12.9%49.0% 21.6%11.4%

23.1%35.0% 23.9%10.7%

45.2% 21.9% 16.4%11.5%

12.5%

5.2%

7.3%

5.0%

12.1%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

52.0%22.7%

12.4% 49.2%23.6%

29.9% 48.2%

47.5%28.8%

42.5% 29.8%

53.4% 20.5%

57.0%13.1%

61.3%13.8%

51.2%17.9%51.7%19.7%

54.8%16.9%53.7%20.2%

12.8% 37.7% 43.3%

15.4% 39.2%37.0%

27.0%41.5%

45.1% 22.4%15.4%

27.1%29.0% 25.7%

22.2%37.2% 22.6%

46.7% 19.2%

How often would you say that you have taken any of the following actionsafter viewing an IT Webcast within the past 3 months?

Similar to Report 2 , typically after reviewing a Webcast, a respondent will visit a vendor’s

Web site, continue their search for additional content about other vendors, or search out more

editorial content.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

37.00%

30.80%

30.20%

26.70%

23.40%

20.30%

19.60%

7.40%

39.10%

31.70%

31.50%

25.80%

23.60%

20.80%

21.30%

6.20%

27.80%

26.80%

24.60%

17.30%

16.90%

11.90%

12.00%

5.80%




Misleading title

Too long

Sound Quality

Video Quality

Other

If you were ever disappointed with an IT Webcast that you viewed,which of the following contributed to that disappointment?

The most common criticism of a Webcast continues to be that content is too

product focused.


Live Webcasts On-demand Webcasts No Preference

Q1 31.7%58.3%10.0%

Q2Q3

29.3%56.6%14.1%

29.2%55.2%15.6%

Less than 30 minutes 30-45 minutes 45-60 minutes 60-90 minutes Two hours or more

Q1 14.0%43.3% 41.1%

Q2 14.2%38.3%45.5%

Q3 14.5%1.2% 0.1%

38.0%46.3%

Do you have a preference for live Webcasts or on-demand Webcasts?

A majority of respondents still prefer on-demand Webcasts rather than live versions. This

remains unchanged from Report 2.

Which of the following is a good length for a Webcast?

Preference continues to be shown for sessions lasting 45 minutes or less.


Webcasts Summary

• In the past three months, a majority of respondents downloaded between 1 and 5 Webcasts.

•Webcast consumption occurs primarily early in the purchase cycle, to research new technolo-gies/vendors. However, a high percent of the respondents use webcasts in the middle stages

of the buying cycle as well to identify technical features (43%).

• There is a preference for on-demand Webcasts.

• The most common criticism of Webcasts is that content is too product-focused.Preference was shown for sessions lasting less than 45 minutes.

• After reviewing a Web cast, a respondent will typically visit a vendor’s Web site, continue theirsearch for additional content on other vendors, or search out more editorial content.


None 1–5 5–10 10–20 More than 20

Q1 19.9%68.4%

Q2 18.6%67.8%

7.6% 3.2%Q3 2.5%22.6%64.1%

In the past 3 months, approximately how many IT Podcastshave you downloaded?

Consistent to Report 2, respondents that actively download podcasts, downloaded between

1 and 5. However, a majority (64%) of respondents have never downloaded a podcast.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

63.40%

49.00%

48.20%

37.70%

30.10%

17.50%

17.00%

14.90%

12.30%

60.00%

46.40%

51.30%

39.00%

31.00%

23.80%

18.50%

15.10%

11.50%

21.80%

16.10%

15.20%

11.40%

10.10%

No Data Available

7.80%

5.10%

4.20%










Why do you most typically download IT Podcasts?

IT podcasts continue to be downloaded in the early stages of the purchasing cycle, to research

new technologies/markets. However, it is also being used more frequently to obtain prelimi-

nary information about products and vendors.








8.0%12.7% 42.4%27.0%

7.4%44.8% 9.6%28.6%

14.8%48.3% 19.3%13.1%

11.1%53.1% 14.2%15.3%

52.6%9.6%

11.8%16.2%

9.6%

4.5%

6.4%






9.9%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

No Data Available

8.4%9.5%52.4%19.3%

5.5%41.9%

5.2%33.3%

14.1%45.2% 20.8%13.6%

24.2%37.4% 21.2%10.7%

45.6% 17.9% 16.5%12.9%

14.0%

6.4%

6.6%

7.1%

10.3%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

11.4% 42.4% 12.7%24.5%

12.4%27.0% 45.1%

20.2%36.3% 29.1%

45.5% 12.2%19.4% 19.8%

14.5% 11.9%19.8% 47.1%

20.0% 40.8%26.6%

43.9%30.0%12.0%

10.7%45.2% 18.9%17.5%

54.6% 13.9%

45.1% 13.9%25.0%

48.5%21.0% 12.2%

17.9% 30.6% 37.1%

23.7%38.2%14.5% 20.2%

27.5%11.0% 27.1% 26.1%

45.8% 10.7%24.9%13.2%

17.9% 39.3%33.0%

42.6% 17.9%17.9%

16.9%36.0% 23.0%15.8%

17.4% 46.8% 15.2% 12.4%

18.0%

How often would you say that you have taken any of the following actionsafter downloading an IT Podcast within the past 3 months?

The actions remain unchanged from Report 2. Typically, after reviewing a podcast, most

respondents will visit a vendor’s Web site, continue their search for additional content about

other vendors, search out more editorial content, or download a demo.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

33.50%

28.50%

28.30%

28.30%

24.90%

22.00%

5.00%

32.80%

30.80%

30.80%

27.20%

23.60%

25.10%

3.30%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available




Misleading title

Too Long

Sound Quality

Other

If you were ever disappointed with an IT Podcast that you viewed,which of the following contributed to that disappointment?

The most common criticisms of podcasts continue to be that the content is too product

focused and not focused on problem-solving.


Apple’s iPod MP3 player (non-Apple) Cell phone/PDA Media player software on computer Other

Q1 19.3% 14.8% 55.1%

Q2 55.1%15.1%18.2%

Q3 57.1%8.1%

17.8%15.4%1.6%

Yes No

Q1 64.4%31.6%

Q2 71.0%29.0%

Q3 71.5%28.5%

How do you primarily listen to Podcasts?

The majority of Podcast downloaders listen via their computers. This trend remains

unchanged from Report 2.

Do you currently subscribe to one or more podcasts via a Podcast (RSS) feed?

The majority of Podcast listeners still do not subscribe to RSS.


Less than 15 minutes 15-30 minutes 30-45 minutes 45-60 minutes

Q1 35.7% 49.2% 10.7%

Q2 13.8%47.7%33.1%

Q3 14.1%4.2%

46.1%35.6%

Which of the following is a good length for a Podcast?

Preference was shown for sessions lasting less than 30 minutes. This remains unchanged

from Report 2.


Podcasts Summary

• Respondents that actively download podcasts downloaded between 1 and 5.However a majority (64%) of respondents have never downloaded a podcast which is to be

expected given this is a “new” media type

• The majority of Podcast downloaders listen via their computers.

• Podcast downloads occur early in the purchase cycle, to research new markets/technologies

• Typically, after reviewing a podcast, most respondents will visit a vendor’s Web site, continuetheir search for additional content about other vendors, search out more editorial content, or

download a demo.

•Most respondents prefer Podcasts less than 30 minutes in length.

•Majority of Podcast downloaders do not subscribe to RSS feeds.


None 1–5 5–10 10–20 More than 20

Q1Q2Q3

7.90%16.20% 22.20%

7.60%45.90%

16.70%49.20%19.60%

22.80% 9.90%%%43.00%15.70%

In the past 12 months, approximately how many Trial Software applicationshave you downloaded?

Within the last year, a majority downloaded between 1 and 10 Trial Software applications.

This is consistent with Report 2.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

60.40%

55.30%

54.20%

45.00%

36.50%

34.60%

33.70%

22.40%

15.80%

60.60%

52.50%

54.30%

48.20%

36.00%

34.00%

38.80%

21.40%

13.00%

53.10%

47.50%

50.20%

46.30%

34.90%

27.60%

31.50%

17.00%

No Data Available










Why do you most typically download Trial Software applications?

Similar to Report 2, a larger percentage of respondents downloaded Trial Software at various

stages. This indicates an increased interest throughout the purchasing process. A majority of

respondents use Trial Software to find solutions for solving problems, compare products as

part of the competitive analysis process, and to identify technical features that apply to

specific applications.








3.3%12.3% 47.5%31.5%

5.0%45.8% 11.3%28.8%

10.0%58.6% 15.5%11.6%

7.1%62.4% 8.6%16.7%

48.9%7.6%

14.6%21.2%

9.2%

4.3%

5.2%






5.4%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

No Data Available

3.1%20.5% 40.6%31.8%

2.1%31.8%

2.7%42.7%

12.9%47.9% 18.9%14.3%

26.4%31.8% 25.4%10.8%

37.9% 21.3% 26.3%8.9%

20.7%

5.9%

5.5%

5.7%

4.0%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

44.8%25.8%

27.5% 42.4% 12.6%

16.8%51.8% 18.8%

14.9% 13.7%55.9% 11.1%

16.1% 14.1%18.9% 45.9%

13.9% 47.2%30.3%

45.2%30.2%

57.4% 14.5%13.3%

64.6%15.7%

49.3% 13.9%24.2%

27.6% 40.5%15.2%

18.0% 39.0% 31.8%

47.0%10.2% 22.1% 17.0%

31.1%22.9%30.4%

41.8%31.3%20.7%

23.7% 31.7%40.8%

12.0%49.8% 17.8%15.1%

26.3%33.3% 23.9%11.5%

11.1% 40.6% 20.3% 22.6%

How often would you say that you have taken any of the following actionsafter downloading Trial Software applications within the past 12 months?

Typically, after reviewing Trial Software, most respondents will visit a vendor’s Web site,

download a demo, continue their search for additional content about other vendors,

or search out more editorial content. This demonstrated no change since Report 2.


Trial Software Download Summary

•Majority of respondents download between 1 and 10 Trial Software applications per year.

• Downloads of Trial Software occurs in the middle stages of the purchasing cycle—identifyingtechnical features (54%) and comparing products as part of the competitive set (55%).

• Typically, after reviewing Trial Software, most respondents will visit a vendor’s Web site, down-load a demo, continue their search for additional content about other vendors, or search out

more editorial content.


None 1–5 5–10 10–20 More than 20

Q1 No Data Available

Q2 29.1% 12.2%45.9%

5.5% 6.0%Q3 30.1% 13.1%45.3%

In the past 3 months, approximately how many IT Blogs have you viewed?

Within the last three months, respondents that actively view IT blogs, viewed between 1 and 5.

However, many (45%) respondents have never viewed an IT blog.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

61.10%

59.40%

46.30%

34.90%

31.50%

19.30%

13.6%

13.80%

12.40%

61.40%

59.40%

44.50%

33.60%

30.50%

19.40%

14.50%

13.30%

9.80%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available










Why do you most typically seek out and view IT Blogs?

Similar to Report 2, IT Blog use occurs early in the purchasing cycle, to keep informed of new

and emerging markets/technologies.


What is your primary objective of participating in an IT Blog?

The primary objectives of participating in an IT Blog are to hear opinions from peers and

obtain third-party expert information.

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

43.10%

32.10%

18.50%

5.20%

1.10%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

Hear opinions from peers

Obtain third-party expert information

Take part in a knowledgeable community

Post comments or content

Other






Downloaded/Demoed Product


6.0%11.7% 51.7%21.8%

4.4%50.1%

7.9%28.7%

13.1%48.2% 24.2%10.2%

7.6%54.9% 15.3%15.1%

54.8%7.3%

14.3%16.6%

9.0%

4.3%

7.2%




Attended conferences/seminars/trade shows

6.9%

8.8%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

2.7%8.6% 54.0%27.7%

25.0%41.5% 19.7%9.8%

23.4%32.1% 21.6%14.8%

28.0%36.5% 20.7%8.3%

4.0%

8.1%

6.5%

7.0%

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

13.3% 44.8% 12.0%23.9%

44.2% 11.7%26.3%12.0%

47.4% 20.2% 17.7%9.8%

50.4% 13.2%19.4%

50.0% 14.1%19.1%

13.1% 44.5%28.2%

19.7%36.0% 26.8%12.6%

23.5%33.2% 21.3%14.5%

11.5% 36.0% 22.9% 23.8%

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

How often would you say that you have taken any of the following actionsafter viewing an IT Blog within the past 3 months?

Similar to Report 2, based on the high incidence of respondents that do not contact a vendor,

it is evident that blogs are not used at the end of the purchasing cycle. Typically, after viewing

an IT blog, a reader will continue their search for additional content about other vendors, visit

a vendor’s Web site, or search out more editorial content.


Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

38.20%

29.30%

28.90%

17.60%

15.00%

12.00%

40.80%

29.80%

28.90%

21.40%

23.50%

7.70%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available


Misleading title



Too long

Other

If you were ever disappointed with an IT Blog that you viewed,which of the following contributed to that disappointment?

The most common criticism of IT blogs are that content is not focused on problem solving.


IT Blog Summary

• Respondents that actively view IT blogs, viewed between 1 and 5.However many (45%) respondents have never read an IT blog.

• Viewing an IT blog occurs early in the purchase cycle, to research new markets/technologies.

• The primary reasons for participating in an IT Blog are to hear opinions from peersand obtain third-party expert information.

• Typically, after viewing an IT blog, a reader will continue their search for additional contentabout other vendors, visit a vendor’s Web site, or search out more editorial content.

• The most common criticism of IT Blogs are that they are not focused on problem-solving.


None 1–5 5–10 10–20 More than 20


Q2 21.3%66.5%

7.3% 2.9%Q3 1.0%20.8%67.8%

In the past 3 months, approximately how many IT Videos have youdownloaded?

Within the last three months, respondents that actively download IT videos, downloaded

between 1 and 5. However, a majority (68%) of respondents have never downloaded

an IT video.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

57.60%

57.10%

52.20%

43.50%

37.50%

23.90%

19.30%

16.40%

12.40%

54.70%

53.00%

51.60%

37.80%

36.60%

24.90%

18.20%

14.50%

12.30%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available










Why do you most typically seek out and download IT Videos?

Similar to the second report, IT videos are used early in the purchasing cycle to research new

technologies/markets, to obtain preliminary information about products and vendors, and to

find solutions for problems. However, a strong percentage use IT videos to identify technical

features that apply to a specific application.








4.3%15.0% 45.3%26.9%

3.1%44.2% 10.7%30.7%

10.3%54.5% 18.4%11.5%

6.4%55.0% 10.7%19.3%

56.3%3.1%

8.8%22.8%

11.3%

5.3%

8.6%





9.1%

8.6%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

1.8%16.2% 46.2%33.0%

22.6%47.1% 13.1%12.2%

24.3%35.4% 23.1%10.2%

17.5%45.5% 18.8%9.8%

4.9%

7.1%

8.3%

2.8%

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

15.4% 44.5%28.3%

45.5%31.4%12.5%

50.1% 16.4% 12.7%14.2%

48.2% 11.9%21.8%10.6%

51.1%23.7%10.5%

41.5%34.7%16.8%

12.7%42.5% 19.5%16.6%

20.8%36.8% 18.4%14.5%9.5%

15.9%42.9% 16.4%15.6%9.3%

How often would you say that you have taken any of the following actionsafter downloading an IT Video within the past 3 months?

Similar to Report 2, typically after downloading an IT video, a viewer will visit a vendor’s

Web site, continue their search for additional content about other vendors, or search out

more editorial content.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

32.90%

29.70%

29.40%

28.00%

27.40%

23.60%

22.80%

5.50%

30.50%

30.00%

31.20%

24.00%

24.20%

21.80%

22.00%

4.80%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available




Video Quality

Misleading title

Sound Quality

Too long

Other

If you were ever disappointed with an IT Video that you viewed, which of thefollowing contributed to that disappointment?

Compared to Report 2, the common criticism of IT videos being too product oriented dropped

from 1 to 3. The most common criticisms of IT videos are that content is not focused on

problem solving, and that content is too product focused.


IT Videos Summary

• Respondents that actively view IT Videos, viewed between 1 and 5.However a majority (68%) of respondents have never downloaded an IT Video.

• Downloads occur early in the purchase cycle to research new markets/technologies.

• Typically, after downloading an IT video, a viewer will visit a vendor’s Web site, continue theirsearch for additional content about other vendors, or search out more editorial content.

• The most common criticisms of IT videos are that content is not focused on problem solvingand that content is too product focused.


None 1–5 5–10 10–20 More than 20


Q2 17.9%70.9%

7.1% 2.4%Q3 2.2%19.4%68.9%

In the past 3 months, approximately how many IT Wiki’s have you used?

Within the last three months, respondents that actively use IT Wikis, used them between

1 and 5 times. However, a majority (69%) of respondents have never used an IT Wiki.


Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

54.50%

49.00%

47.20%

38.20%

27.70%

15.20%

14.60%

13.10%

9.00%

58.70%

49.90%

49.30%

44.00%

33.00%

24.10%

18.00%

16.10%

11.90%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available










Why do you most typically seek out and use IT Wiki’s?

Similar to the second report, IT Wikis use occurred early in the purchasing cycle, to find

solutions for solving problems, to research new technologies/markets, and to obtain

preliminary information about products and vendors.








4.8%14.3% 48.3%24.8%

4.8%47.4% 8.0%29.8%

14.5%49.7% 20.0%10.6%

8.9%50.0% 19.0%15.5%

53.8%6.4%

17.0%17.3%

9.9%

5.2%

6.6%





5.4%

7.9%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

4.1%9.2% 49.7%29.7%

27.1%40.1% 19.4%8.3%

25.9%30.7% 20.7%14.9%

27.5%36.4% 17.9%10.9%

5.1%

7.8%

7.3%

7.3%

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

Data Not Available

17.5% 40.1%27.6%

41.3%30.5%13.8%

45.6% 20.4% 15.9%10.8%

51.1% 12.4%19.3%

46.5% 14.1%20.4%9.9%

42.6%27.5%15.4%

18.5%37.3% 23.0%13.3%

23.0%35.5% 18.2%15.2%

24.0%37.4% 17.1%13.2%

How often would you say that you have taken any of the following actionsafter using an IT Wiki within the past 3 months?

Similar to Report 2, IT Wikis are not noted for prompting direct vendor contact. Typically, after

using an IT Wiki, a user will continue their search for additional content about other vendors,

visit a vendor’s Web site, or search out more editorial content.


Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

34.70%

27.10%

23.90%

22.20%

16.90%

7.90%

36.00%

29.40%

24.70%

23.00%

18.00%

7.80%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available


Misleading title



Too long

Other

If you were ever disappointed with an IT Wiki that you used, which of thefollowing contributed to that disappointment?

As seen in Report 2, the most common criticism of an IT Wiki is that content is not focused

on problem solving.


IT Wiki Summary

• Respondents that actively use IT Wikis, used between 1 and 5.However a majority (69%) of respondents have never uses an IT Wiki.

• IT Wikis are used primarily to find solutions for solving problems.

• Typically after using an IT Wiki a user will continue their search for additional content aboutother vendors, visit a vendor’s Web site, or search out more editorial content.

• The most common criticism of an IT Wiki is that content is not focused on problem solving.


In the past 3 months, approximately how many Virtual Trade Shows have youattended?

Respondents that actively attend Virtual Trade Shows, attended between 1 and 5. However,

a majority (81%) of respondents have never attended a Virtual Trade Show.

None 1–5 5–10 10–20 More than 20

Q1Q2Q3

3.0%81.0%

1.2%0.7%

14.1%

No Data Available

No Data Available


Why do you most typically attend Virtual Trade Shows?

Virtual Trade Show use occurred early in the purchasing cycle, to research new technolo-

gies/markets, to obtain preliminary information about products and vendors, and to find

solutions for problems. Many respondents also use Virtual Trade Shows to compare products

as part of the competitive analysis process.

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

64.60%

55.00%

39.70%

39.2%

21.10%

35.90%

23.00%

16.70%

15.30%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available











What is your primary objective of attending a Virtual Trade Show?

The primary objectives of attending a Virtual Trade Show are to replace attending a live

conference/seminar and to have direct communication with vendor representatives.

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

37.00%

30.70%

19.00%

10.10%

3.20%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

Replace attending a live conference/seminar

Have direct communication with vendor representatives

Revisit a particular vendor after attending a live conference/seminar

Interact with your peers

Other (specify)


How often would you say that you have taken any of the following actionsafter attending a Virtual Trade Show within the past 3 months?

Typically, after attending a Virtual Trade Show, a user will visit a vendor’s web site, continue

their search for additional content about other vendors, or search out more editorial content.






No Data AvailableNo Data Available










3.7%14.1% 46.1%29.8%

4.7%44.3%

7.3%33.3%

8.8%49.2% 21.2%14.0%

4.8%55.6% 10.6%23.3%

54.9%4.6%

10.3%22.1%

10.4%

6.7%

5.8%





8.2%

6.3%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

1.6%14.1%43.8%33.3%

8.3%49.0% 17.2%17.7%

21.5%34.6% 25.1%11.5%

8.4%50.3% 13.1%16.8%

7.8%

7.3%

11.5%

7.3%

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3


If you were ever disappointed with a Virtual Trade Show that you attended,which of the following contributed to that disappointment?

The most common criticisms of Virtual Trade Shows are that content is not focused on

problem solving and is too product focused.

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

34.40%

29.20%

27.30%

24.90%

20.10%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available




Too long

Misleading title

Other7.20%


Virual Trade Shows Summary

• Respondents that actively attend Virtual Trade Shows, attend between 1 and 5.However a majority (81%) of respondents have never attended a Virtual Trade show.

• Primarily, Virtual Trade Shows are attended early in the purchase cycle to research new tech-nologies/vendors.

• The primary objectives of attending a Virtual Trade Show are to replace attending a liveconference/seminar and to have direct communication with vendor representatives.

• Typically, after attending a Virtual Trade Show, a user will visit a vendor’s web site, continuetheir search for additional content about other vendors, or search out more editorial content.

• The most common criticisms of Virtual Trade Shows are that content is not focused onproblem solving and is too product focused.


In the past 3 months, approximately how many Vendor Demos have youviewed?

In the past three months, respondents that actively view Vendor Demos,

viewed between 1 and 5.

None 1–5 5–10 10–20 More than 20

Q1Q2Q3 9.0%40.3%

1.4%1.7%47.5%

No Data Available

No Data Available


Why do you most typically view Vendor Demos?

Vendor Demo use occurred early in the purchasing cycle, to obtain preliminary information

about products and vendors, and to find solutions for problems. Many respondents also use

Vendor Demos to compare products as part of the competitive analysis process.

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

63.90%

57.30%

51.50%

49.80%

44.60%

33.40%

31.30%

24.90%

14.00%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available











How often would you say that you have taken any of the following actionsafter viewing a Vendor Demo within the past 3 months?

Typically, after viewing a Vendor Demo, a user will visit a vendor’s web site, continue their

search for additional content about other vendors, or search out more editorial content.
















3.0%11.5% 45.4%33.6%

4.6%46.2%

8.7%31.8%

10.0%58.8% 15.5%12.2%

7.4%52.3% 14.0%19.4%

54.0%4.1%

7.7%25.8%

8.6%

3.5%

6.9%





8.4%

6.6%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

1.8%18.5% 38.3%39.1%

10.6%50.1% 16.0%17.7%

25.4%33.4% 27.8%9.2%

26.1%42.6% 17.0%9.6%

5.6%

4.1%

4.8%

2.3%

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3


If you were ever disappointed with a Vendor Demo that you viewed, which ofthe following contributed to that disappointment?

The most common criticisms of Vendor Demos are that the content is not focused on

problem solving, is too long, or too product focused.

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

35.30%

23.90%

23.80%

23.00%

19.50%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available


Too Long



Misleading title

Other10.10%


Vendor Demos Summary

•Majority of respondents viewed between 1 and 5 Vendor Demos.

• Vendor Demos occur early in the purchasing cycle, to obtain preliminary information aboutproducts and vendors, and to find solutions for problems.

• Typically, after viewing a Vendor Demo, a user will visit a vendor’s web site, continue theirsearch for additional content about other vendors, or search out more editorial content.

• The most common criticisms of Vendor Demos are that the content is not focused onproblem solving, is too long, or too product focused.


In the past 3 months, approximately how many Widgets (plug-ins on yourdesktop, e.g. WeatherBug) have you downloaded?

Respondents that actively download Widgets, downloaded between 1 and 5. However,

a majority (78%) of respondents have never downloaded a Widget.

None 1–5 5–10 10–20 More than 20

Q1Q2Q3

4.3%77.7%

1.5%0.8%

15.7%

No Data Available

No Data Available


Why do you most typically download Widgets?

Widget use occurs early in the purchasing cycle, to find solutions for solving problems,

to research new and emerging markets/technologies, and to obtain preliminary information

about products and vendors.

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

40.00%

39.20%

29.20%

25.40%

19.20%

14.20%

13.80%

11.70%

10.80%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available





To compare products as part of the competitive analysis process/ Other






How often would you say that you have taken any of the following actionsafter downloading a Widget within the past 3 months?

Typically, after downloading a Widget, a user will continue their search for additional content

about other vendors, download a product demo, or visit a vendor’s web site.
















18.1%14.5% 33.5%14.9%

20.1%36.5% 16.4%20.1%

26.1%34.4% 24.8%9.2%

16.4%45.9% 15.0%16.8%

43.0% 15.8%10.4%22.2%

6.8%

5.5%

5.9%





8.6%

19.0%

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

15.9%10.0% 41.8%21.8%

30.0%35.9% 20.3%7.4%

31.5%26.9% 19.0%13.0%

34.4%35.8% 14.2%8.3%

6.5%

9.7%

7.3%

10.5%

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3


If you were ever disappointed with a Widget that you downloaded, which ofthe following contributed to that disappointment?

The most common criticisms of Widgets are that the content is not focused on

problem solving, and they have a misleading title.

Q1

Q1

Q1

Q1

Q1

Q1

Q2

Q2

Q2

Q2

Q2

Q2

Q3

Q3

Q3

Q3

Q3

Q3

27.90%

25.00%

17.90%

17.90%

15.80%

12.10%

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available

No Data Available


Misleading title


Other


Too long


Widgets Summary

• Respondents that actively downloaded Widgets, downloaded between 1 and 5.However a majority (78%) of respondents have never downloaded a Widget.

•Widgets are used primarily early in the purchase cycle, to research new technologies/vendors.

• Typically, after downloading a Widget, a user will continue their search for additional contentabout other vendors, download a product demo, or visit a vendor’s web site.

• The most common criticisms of Widgets are that the content is not focused onproblem solving, or they have a misleading title.


Overall, how would you rate the following information sources in termsof their effectiveness in delivering information needed to make enterprisetechnology purchase decisions?

Since the previous report, rankings of IT Publishers Web sites and Published Research have

both increased, while Trial Software and IT Newsletters decreased. We have also seen that IT

vendor Web sites have dropped from 5 to 7 in ranking. Trial downloads, Search Engine, White

Papers, and IT Publisher Web Sites are the most effective sources for individuals looking for

information about technology.

See chart on following page...


White papers

Webcasts

Podcasts

Videos

Trial or demo software

Widgets

Virtual Tradeshows

Case Studies

Industry magazines


3.4%32.1% 8.7%54.4%

11.4%17.6%3.0%

51.5%

31.7%28.5%

7.1%

26.9%

21.8%27.9%6.3%

37.0%

8.8%4.7%2.4%

38.5%

16.4%

5.8%

7.0%

IT Publishers Websites (TechTarget, CMP, IDG)

IT Publishers Magazines (TechTarget, CMP, IDG)


IT Vendor Websites (www.BrandX.com)

Conferences/Seminars/Trade Shows

IT Blogs

IT Wiki’s

IT Newsletters


Vendor Demo (WebX or Other)

45.7%

1.4%

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

No Data Available

No Data Available

No Data Available

No Data Available

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q2

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q1

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

Q3

39.9%25.0% 14.6%16.6%

3.9%

6.2%16.1%

3.6%49.4%24.6%

38.3%25.0% 10.5%21.8%

4.4%

4.5%18.9%

2.1%55.6%19.0%

24.9% 11.3%60.3%

29.1% 9.9%55.6%

14.2%14.2% 15.6%52.9%

11.7%16.2% 16.7%52.2%

41.9%21.5%25.3%

34.4%25.3%27.5%

19.5%11.7% 26.0%37.1%

20.6%12.3% 23.2%37.8%

46.6% 41.1%

52.9% 35.0%

22.7% 18.0%52.5%

22.4% 17.3%52.1%

11.4% 25.6%57.2%

16.6% 21.7%55.0%

5.8%27.1% 14.0%50.8%

8.3%15.9%3.3%

50.3%

45.5% 12.5%

1.5%

38.2%

4.8%15.8%

2.4%53.6%

21.2%11.4%4.4%

44.3%

22.2%

2.3%

23.5%

18.6%

2.4%

24.1%25.5% 9.3%31.6%9.5%

10.0%26.4%

6.6%45.6%11.4%

34.6%26.1% 9.5%22.7%

7.0%

11.4%17.8%5.5%

41.5%23.8%

4.6%11.5%18.3%20.8% 44.8%

15.3% 18.8%57.7%

20.4% 16.2%56.0%

13.4% 21.6%55.7%

18.4% 18.1%52.3%

32.5% 19.5%41.9%

43.2% 12.0%40.4%

17.4% 20.7%53.7%

22.8% 17.6%53.1%

49.7%20.0% 18.7%

20.4% 22.0%43.9%

23.5%30.4%31.2.%

23.5%27.4% 10.0%31.7%

29.7%28.0% 26.5%

34.5%26.0% 9.4%24.0%

29.8%48.9%9.0%

29.1%48.6%

19.4%21.4% 43.9% 10.7%

19.9%17.3% 13.4%44.5%

49.7%18.0% 11.1%17.4%

11.2%20.7% 18.5%46.2%


Gap Analysis Data

Case studies

Vendor Demo

Videos

Trial or demo software

Published Research

Webcasts

IT Publishers (TechTarget, CMP, IDG)

Conferences/seminars/trade shows

IT vendor Web sites (www.brandX.com)

Podcasts

IT Blogs

White papers

IT Wiki's

IT Newsletters

Search engines (Google, Yahoo)

GapEffectivenessUsage

Q1

28.60%

Data NA

5.20%

49.90%

Data NA

38.90%

39.00%

37.00%

50.30%

9.40%

17.00%

71.00%

15.10%

40.50%

62.30%

Q1

46.60%

Data NA

43.61%

37.77%

Data NA

30.86%

28.11%

34.02%

20.79%

21.10%

20.67%

14.28%

20.31%

17.46%

12.10%

Q1

75.20%

Data NA

48.81%

87.77%

Data NA

69.76%

67.11%

71.02%

71.09%

30.50%

37.67%

85.28%

35.41%

57.96%

74.40%

Q2

25.00%

24.20%

6.10%

55.60%

24.60%

31.90%

36.70%

43.67%

48.10%

6.60%

15.80%

63.00%

11.20%

40.80%

68.10%

Q3

26.60%

24.80%

5.60%

47.60%

29.60%

31.30%

36.60%

43.90%

52.00%

8.80%

18.30%

66.00%

12.20%

41.10%

68.20%

Q2

49.40%

42.77%

43.94%

32.22%

37.20%

32.90%

31.69%

29.93%

27.88%

27.18%

23.40%

21.82%

19.16%

16.75%

15.47%

Q3

47.48%

40.80%

38.36%

36.57%

35.62%

31.57%

31.26%

31.25%

25.10%

23.90%

22.79%

20.43%

17.49%

15.83%

15.49%

Q2

74.40%

66.97%

50.04%

87.82%

61.80%

64.80%

68.39%

73.60%

75.98%

33.78%

39.20%

84.82%

30.36%

57.55%

83.57%

Q3

74.08%

65.60%

43.96%

84.17%

65.22%

62.87%

67.86%

75.15%

77.10%

32.70%

41.09%

86.43%

29.69%

56.93%

83.69%

Given low levels of usage vs. high levels of effectiveness, Case Studies, Videos, and Vendor

Demos are set for rapid growth. Trial Software Demo use increased slightly from 32% to 37%.


Respondent Profile

• All respondents were involved in the decision making process.

• The respondents represented a variety different sized organizations.Median company size—around 1,000 employees.

•Over 30% of the respondents hold management titles.Most held both business and technical roles.

43% Technical, 10% Business, 47% Combined Role.

•Most organizations represented had IT budgets over $500K.36% under $500k, 64% over $500K.


The CMO Council™ is a peer-powered affinity group dedicated to high-level knowledge exchange,thought leadership and personal relationship building among nearly 3,000 senior marketing andbrand decision-makers worldwide. These individuals control more than $70 billion in annual globalmarketing expenditures and represent companies with over $500 billion in aggregated annual rev-enues across a wide variety of industry sectors. These include consumer electronics, informationtechnology, telecommunications, entertainment, media, publishing, retail, CPG, financial services,pharmaceuticals, travel, hospitality, health care, engineering, architecture, construction, professionalservices, and more. More information about the CMO Council can be found at www.cmocouncil.org.

About TechTarget

TechTarget, a leading online Information Technology (IT) media company, provides IT companieswith ROI-focused marketing programs to generate leads, shorten sales cycles, and grow revenues.With its network of 43 technology-specific Web sites and over 5 million active registered members,TechTarget is a primary Web destination for IT professionals researching which products topurchase. The company is also a leading provider of independent, peer and vendor content,a leading distributor of white papers, and a leading producer of vendor-sponsored Webcasts andPodcasts for the IT market. Its Web sites are complemented by numerous invitation-only events andthree magazines. TechTarget provides proven branding and lead generation programs to over 1,000advertisers including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.

For more questions or information about this study contact:

Marilou BarsamTechTarget117 Kendrick StreetNeedham, MA [email protected]

781•657•1525

©2007 TechTarget. All rights reserved. TechTarget reserves the right to make changes in specifications and other information contained in this document

without prior notice. The reader should in all cases consult TechTarget to determine whether any such changes have been made. The TechTarget logo

is a registered trademark of TechTarget.

About CMO Council

www.TechTarget.com

mailto:[email protected]

http://www.cmocouncil.org

q3 2007 techtarget and cmo council technology buying and … · 2016-09-13 · q3 2007 techtarget...

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