Here are the results of our findings:
1. To find product/industry information:
- 59% still read print trade magazines
- 64% go to trade magazine’s websites to find product/industry information.
- 98% will search the internet to find product/industry information.
- 63% read direct mail
- 22% refer to social media (blogs, networking sites)
2. As compared to a year ago, do you read print magazines more or less?
- 44% said less
- 10% said more
- 46% said same
3. As compared to a year ago, do you refer to magazines’ websites more or less?
- 27% said less
- 28% said more
- 45% said same
4. As compared to a year ago, how often do you use the internet to find product information?
- 3% said less
- 78% said more
- 19% said same
5. Considering a product for purchase, which companies are you most likely to contact?
- 87% said those who advertised their product
- 13% said those who do not advertise
Interestingly buyers are still relying on some of the traditional methods of business communication and those newer methods are making an impact. There is a generational divide in the adoption of the new media. For instance, targeting a primarily young (under 35), technically savvy audience will most likely see a larger gap between print and internet-based tactics. Targeting an older audience (over 45) will see more print dependency and less social media.
The takeaway from this research shows there is a change in where your advertising efforts should be directed. The key understands your market to determine how to structure the most effective mix of strategies.
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