|By Business Wire||
|December 4, 2012 02:47 PM EST||
The digitizing of America continues at a rapid pace spurred on by mobile devices. IDG Research Services surveyed more than 3,100 visitors to IDG technology media sites in the U.S., such as PCWorld, Macworld, CIO, and Computerworld, to determine information consumption behaviors. The research—“The Echo Effect: Understanding the Value of Tech Buyers”—underscores the power of social media, the widespread use of mobile devices, and the reliance on video to make purchase decisions.
The Social Shopper
Ninety-five percent of the respondents use one or more social media sites. Exposure to a tech product in the social web positively affects likelihood to purchase (44%), overall satisfaction with a company (44%), willingness to recommend a company (42%), and feelings of brand loyalty (40%). When asked how marketers should engage with prospects, just over 50% said respond to questions from customers and provide information about products. Just under 50% want product reviews/rankings, product specs/pricing, the opportunity to provide feedback, and resolve customer service issues.
Mobile Worker and Consumer
A smartphone or tablet is replacing PC-based activities. At least once a month, a large majority of users go mobile for email, use apps to seek tech news and information, engage in purchase-related activity and view video or other multimedia experiences.
Two-thirds of the tech-savvy respondents own/regularly use two or more mobile devices and one-third of their time is spent each week accessing tech info online via a mobile device.
Though advertising on mobile devices significantly lags consumer use of the devices, users are influenced by mobile ads. In the survey last summer, tech consumers noted that they have taken the following actions as a result of seeing a mobile ad on their smartphone in the past six months: researched a product (43%), looked for a product in a retail store (28%), clicked an ad (22%), and purchased a product (21%). The percentages were even higher among tablet users.
“The reliance on mobile devices for purchase decisions tied to an ad is an important new factor,” said Matthew Yorke, president, IDG Global Solutions. “Mobile usage has been soaring for a while but advertising has not. This research is a wakeup call for marketers.” According to Yorke, “mobile and social are converging to become one of the most powerful ways for marketers to influence prospects when they’re shopping.”
Tech Consumers Overwhelmingly Drawn to Videos
Consumers find it hard to resist tech-related videos as 93% said they watched them and 72% reported they have forwarded, shared, or posted a video. And, given the mobile findings it is not surprising that four in 10 consumers are watching videos on a smartphone or tablet. Viewers are turning to video for product reviews, information to inform buying decisions, and to learn how to use a new product/service.
Video viewing also drives purchase behaviors: 64% of consumers have researched a product as a result of watching a tech-related video in recent months and close to half of them looked for a product in a retail store (45%), visited a vendor website or contacted a vendor for information (45%), or purchased a product (44%).
Grazing for Information
By a large margin, consumers choose technology websites for technology news and information (87%) but approximately half seek out technology-related print media (52%) or tech blogs (49%). Farther down the list are video-sharing sites and social/business networking sites. When asked for extremely/very valuable sources for finding relevant content, respondents said regular visits to tech sites (86%), traditional search engines (70%), and recommendations or posts in social media (40%) -- an increase of 14% for social channels in two years.
While search is highly rated as a means of finding content, search ranking alone does not drive trust in online content. Only 14% said a listing on the first page of a search result increases trust. Rather it is an association with a known, familiar source (well-known journalist or blogger, tech content site or tech marketer) that drives consumer trust in online information and content. In fact, 73% report an association with a familiar source is important, while 45% note it is recommendations from family, friends, or peers that increase their trust in information they read online.
About International Data Group (IDG)
International Data Group (IDG) is the world's leading technology media, events and research company. Founded in 1964 and headquartered in Boston, Massachusetts, IDG products and services reach an audience of more than 280 million technology buyers in 97 countries.
IDG Communications' global media brands include ChannelWorld®, CIO®, CSO®, Computerworld®, GamePro®, InfoWorld®, Macworld®, Network World®, PCWorld® and TechWorld®. IDG’s media network features 460 websites, 200 mobile sites and apps and 200 print titles spanning business technology, consumer technology, digital entertainment, and video games worldwide. The IDG TechNetwork represents more than 500 independent websites in an ad network and exchange complementary to IDG’s media brands.
With expertise in branding, lead generation, and social media marketing, IDG marketing services programs are strategically designed and implemented to influence technology vendor prospects worldwide.
A recognized leader in conference and exhibition management, IDG produces more than 700 globally branded technology and entertainment conferences and events in 55 countries.
International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide global, regional, and local expertise on technology and industry opportunities and trends in more than 110 countries.
Additional information about IDG, a privately held company, is available at http://www.idg.com
Trademarks and registered trademarks are owned by International Data Group, Inc. All product and company names are trademarks of their respective companies.
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, will discuss how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technol...
Apr. 28, 2016 07:00 PM EDT Reads: 1,460
Join IBM June 8 at 18th Cloud Expo at the Javits Center in New York City, NY, and learn how to innovate like a startup and scale for the enterprise. You need to deliver quality applications faster and cheaper, attract and retain customers with an engaging experience across devices, and seamlessly integrate your enterprise systems. And you can't take 12 months to do it.
Apr. 28, 2016 04:45 PM EDT Reads: 1,717
This is not a small hotel event. It is also not a big vendor party where politicians and entertainers are more important than real content. This is Cloud Expo, the world's longest-running conference and exhibition focused on Cloud Computing and all that it entails. If you want serious presentations and valuable insight about Cloud Computing for three straight days, then register now for Cloud Expo.
Apr. 28, 2016 04:30 PM EDT Reads: 1,607
IoT device adoption is growing at staggering rates, and with it comes opportunity for developers to meet consumer demand for an ever more connected world. Wireless communication is the key part of the encompassing components of any IoT device. Wireless connectivity enhances the device utility at the expense of ease of use and deployment challenges. Since connectivity is fundamental for IoT device development, engineers must understand how to overcome the hurdles inherent in incorporating multipl...
Apr. 28, 2016 02:45 PM EDT Reads: 1,354
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, will discuss how research has demonstrated the value of Machine Learning in delivering next generation analytics to im...
Apr. 28, 2016 02:30 PM EDT Reads: 1,542
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...
Apr. 28, 2016 01:15 PM EDT Reads: 1,075
The paradigm has shifted. A Gartner survey shows that 43% of organizations are using or plan to implement the Internet of Things in 2016. However, not just a handful of companies are still using the old-style ad-hoc trial-and-error ways, unaware of the critical barriers, paint points, traps, and hidden roadblocks. How can you become a winner? In his session at @ThingsExpo, Tony Shan will present a methodical approach to guide the holistic adoption and enablement of IoT implementations. This ov...
Apr. 28, 2016 01:00 PM EDT Reads: 1,489
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
Apr. 28, 2016 12:45 PM EDT Reads: 1,441
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
Apr. 28, 2016 12:15 PM EDT Reads: 1,590
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
Apr. 28, 2016 12:00 PM EDT Reads: 525
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Apr. 28, 2016 11:30 AM EDT Reads: 2,162
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
Apr. 28, 2016 11:00 AM EDT Reads: 1,384
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
Apr. 28, 2016 10:30 AM EDT Reads: 521
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Apr. 28, 2016 10:15 AM EDT Reads: 928
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
Apr. 28, 2016 10:00 AM EDT Reads: 668
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Apr. 28, 2016 10:00 AM EDT Reads: 704
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry's single source for the cloud. Fusion's advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
Apr. 28, 2016 09:30 AM EDT Reads: 2,494
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
Apr. 28, 2016 09:00 AM EDT Reads: 518
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, will explain how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
Apr. 28, 2016 09:00 AM EDT Reads: 940
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
Apr. 28, 2016 08:45 AM EDT Reads: 401