The Importance of Media Channels to the European Electronics Industry - Scribd

8/14/2019 The Importance of Media Channels to the European Electronics Industry - Scribd

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The Relative Importance ofDifferent Media Channels to

European Electronics Engineers

A Research Study by Chichester University and

Napier Partnership Limited

December 2007

For more information contact:

Mike Maynard

[email protected]

www.Napier.co.uk

Copyright Napier Partnership Limited 2007
mailto:[email protected]:[email protected]


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Objective

This study aims to understand the relative importance and influence of different

media channels to European electronics engineers. The study particularly

considers how engineers use different media channels when looking for new

products.


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Methodology

An online survey was set up, and an email requesting participation was sent to a

list of 19173 engineers on the TechEventGuide.com database

A prize draw for an iPod Touch was offered as an incentive for people to complete

the survey. This was won by Mr. Kitto Richards of Elcometer Instruments Ltd

480 people clicked through to the survey 356 surveys were completed, 309 people entered the draw for the iPod


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Research team

The study was conducted by Chichester University for Napier Partnership Limited.

The team was:

- Anna Smith Chichester University

- Helen Cook Chichester University

- Mike Maynard Napier


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Results and Analysis


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Most important sources for gainingknowledge of products and availability


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Most helpful media channels forgaining knowledge of new products


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What makes engineers visit manufacturers websites


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The Internet hasnt replaced print!

The study showed the Internet search engines to be the most important channel

for information about products and to drive engineers to manufacturers websites

Print magazines were the second most important source

- 68% used product articles for information on existing products, making magazines

more important than suppliers websites (58%)

- 72% used magazines for information about new products, putting magazines ahead of

word-of-mouth information from colleagues (42%)

- 70% said articles in the technical press made them visit websites

75% said search engines were the one source they couldnt do without, 14% said

suppliers websites were the most important source of information, but perhaps

surprisingly 6% said print ads were the one information source they would keep


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Print or online adverts?

55% of engineers think print ads are more effective than online

- Engineers said they read magazines in a different way to browsing the web they are

more relaxed and take in new information from print ads

- Online ads were seen as easy to filter out

- But several engineers commented about the environmental effect of paper magazines,

preferring what they saw as the greener online option

When asked about actions taken, print is even further ahead of online advertising

- Just over a third of respondents admitted to using print adverts to find out information

on products, whereas only 15% used online ads

- 49% said print ads made them visit a manufactures website, whereas only 3:% said

online adverts did the same even though visiting the website by clicking the onlineadvert is so much easier

Adverts clearly do work! 89% said they took action after seeing an advert in the

last 6 months


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Other online media

Email newsletters were important, with 50% saying newsletters caused them to

visit a manufacturers website, although this was lower than the 7:% who said

articles made them visit sites

Podcasts and blogs have minimal effect, driving only 3% of the respondents to

company websites


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Uses for the Internet


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Broad range of uses for the Internet

Sourcing technical information was the most popular work-related activity on the

internet, with the following other activities close in terms of popularity:

- Visiting suppliers websites for service and support

- Locating suppliers

- Downloading software

- Looking for/purchasing products

- Industry news was less important than all the above, with only 61% of respondents

using the internet to get industry news

Online communities and forums split the sample, with almost exactly half using

communities an order of magnitude above the number using podcasts and

blogs


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When do engineers look for new products?


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Branding is important!

Getting to an engineers top-of-mind is very important, as engineers preference

for suppliers influences where they go to source products

- 82% said they always checked certain companies if they were looking for a new part,

suggesting that if those suppliers had a suitable product the engineer might not look

further

- Supplier loyalty was even stronger with some engineers: 57% said that there werecertain suppliers whose products they always tried to use


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Conclusions

The fascinating study helps to understand how European engineers use different

media channels. The key conclusions are:

- Although Internet search engines are the most important channel of information, print

remains extremely important, and engineers notice and take action when they see

relevant editorial and advertising in print

- In general engineers believe print adverts are more effective than online, and are morelikely to take action when seeing a relevant advert in print

- Most engineers like print because they consume this media in a more relaxed way,

looking for all relevant information, whereas the use of the Internet is more task-driven.

Some engineers, however, are concerned about the environmental impact of printed

magazines and choose online media because of this. The survey did not ask if they used

digital versions of print titles- To date, new media channels (blogs, podcasts, etc) have had little impact

- Branding is extremely important, with engineers checking the suppliers that they know

and like before others when sourcing new products


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For more information

For more details about this research, please contact:

Mike Maynard

Managing Director

Napier Partnership Limited

Donnington Park

Birdham RoadChichester

W. Sussex

PO20 7DU

[email protected]

www.Napier.co.uk

+44 (0)1243 531123


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Appendix Questions1. Which of the following sources are most helpful to you in gaining knowledge

of products and availability? (Tick all that apply)Internet search engines

Email news letters

Online advertisements

Print based advertisements

Product articles in magazines

Industry news and events

Suppliers websites

Email

Other (please specify)

2. Which of the following media are most helpful to you in gaining knowledge of

new products? (Tick all that apply)

Word of mouth

Magazines

Text Books

Internet

Your own personal existing knowledge


3. Excluding email, how do you use the Internet to help you in your job

purposes? (Tick all that apply)

Download software/upgrades

Locating suppliersVisiting suppliers websites for service and support

Sourcing technical information

Looking for and/or purchasing products

Industry news and updates

Other

4. Do you use online communities such as chat rooms, bulletin boards,

company e-newsletters?Yes

No

5. How often do you look for new ways to find products?

I'm always trying to look for new products

Only when I need to source products for a design

Only when the products I know about can't do the job

Other reasons (please specify)

6. What do you think is the most effective advertising print or online?

Print advertising

Online advertising

7. Why?

(open question)

8. If you could only choose one, which source would you use when finding

products?

Internet search engines

Email news letters

Online advertisements

Print based advertisements

Industry news eventsSuppliers websites

Direct email from suppliers


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Appendix Questions (continued)9. What influences you to visit a supplier's website? (tick all that apply)

Search enginesPrint ads

Online ads

Links from email newsletter

Articles in engineering articles

Blogs

Podcasts


10. Have you taken any action in the past 6 months as a result of seeing an

advertisement?

Yes

No

11. Are there companies that you always check when trying to source new

parts?

Yes

No

12. Are there any suppliers that you always try to use?

Yes

No

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The Importance of Media Channels to the European Electronics Industry - Scribd