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As global advertisers prepare for the holiday buying season, we’re excited to release the results of IDG TechNetwork’s Consumer Audience Survey – a robust report that examined the way consumers engage with technology news sites at every stage of the purchase funnel.
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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2012 CONSUMER AUDIENCE RESEARCH
500+ sites industry breaking insights
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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GOALS & METHODOLOGY
GOAL This study was conducted to provide insight into the behaviors of the IDG TechNetwork audience, as well as to better understand the demographic pro!le of this audience.
RECRUITMENT METHOD The research was conducted online. Respondents were recruited via invitations posted by editorial stakeholders of sites within the IDG TechNetwork.
RECRUITMENT TIMING Responses were collected between April 30, 2012 and August 24, 2012.
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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CONSUMERS RELY ON ALL SITES: BIG & SMALL
78% of users rely on specialty tech content sites for information on technology.
IDG TechNetwork includes BOTH mainstream and specialty content sites to ensure that advertisers reach consumers WHEREVER they are on the web.
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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23% of users watch video content on their mobile device 10% of users prefer ads with video when on their mobile device
VIDEO INFLUENCES PURCHASES
9 OUT OF 10 of our users watch videos about tech products they purchase
40% are frequent viewers of consumer tech videos
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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VIDEO FORMAT IS IMPORTANT WHEN SEEKING PURCHASE CENTRIC INFO
90% of users find product demos and reviews very valuable
80% Find thought leadership/expert interviews very helpful
77% Find customer tes<monials very valuable
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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Take community centric actions (share
info, comment, answer questions, ask
questions, newsletter signup, create
personal profiles)
21% use their mobile device to participate in
social or business networking app
communities/forums
TECH CONSUMERS ARE SOCIAL
8 OUT OF 10 users find customer tes<monial videos very valuable when making purchase decisions!
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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PURCHASE PATTERNS
1. Desktop/Laptop (67%) 2. Smartphones (63%) 3. Smartphone Apps (50%) 4. Tablets (50%) 5. Digital Music (41%) 6. PC Games (42%) 7. Digital Camera (39%) 8. HDTV (36%)
1. Desktop/Laptop (31%) 2. Smartphone Apps (30%) 3. Smartphones (29%) 4. Tablets (27%) 5. PC Games (24%) 6. Digital Music (23%) 7. Digital Camera (14%) 8. HDTV (13%)
Purchased in the last 12 months:
Will purchase in the next 12 months:
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED
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Thanks for reading!
For more information contact: Daniella Krieger, Director of Marketing