Research Represents Fourth Annual Report in Media Consumption Series
NEWTON, Mass.--(BUSINESS WIRE)--
Technology media company TechTarget, Inc. (NASDAQ: TTGT) today announces
the release of a groundbreaking new research report, A Profile of
TechTarget’s Hyper-active IT Researchers: Media consumption habits of
our top 30% most active users, revealing the online research process
of the most active and most influential technology buyers. The results
reported reflect both the actual response set of the survey sample and,
additionally, the results of several in-depth interviews with
respondents to the survey.
During the development of the Company’s new Activity
Intelligence™ platform, which provides a view all of the specific
interactions technology buyers have online during their buying process,
it was discovered through a study of the top 30% most active TechTarget
members that, within a defined period of time, the individual member is
3 times more active than the average member. Their increased activity
correlates to the pressing needs they have to solve an impending
business problem and their natural curiosity to research every possible
option, but their significance only begins there. As documented in this
new report, they represent substantially more than the average
technology buying budget, authority and influence. In telephone
interviews with a selection of respondents, they identified with the
term “hyper-active” because they see themselves as “power users” of the
internet and “chief informants” of their respective teams.
“It has become increasingly obvious that this segment of our audience,
which we refer to as our hyper-active users, is a force to be reckoned
with because of their significant number of touch points with both
vendor and editorial information,” said Marilou Barsam, senior vice
president of client and corporate marketing for TechTarget. “When it
comes to online media consumption and technology buying influence, they
should be viewed as movers and shakers due to the intensity with which
they approach online research and the frequency with which they download
information,” continued Barsam.
One of the most interesting characteristics of this hyper-active
audience relates to their attitude toward the timing of when they
download content and the specific stage they are in related to their
buying process. As with previous Media Consumption Reports, they all
agree that content is most relevant to them as it relates to their
buying stage, yet they also point out that they have such a need for
technical information that they will download and catalog information
they may not get to for a while but know they will need in a later
stage. Many of the interviewees detailed how they store the information,
archiving it by topic and stage relationship criteria and then refer to
it when they get to the appropriate time in their buying process or
specific interactions within their team.
“Marketers need to consider the implications of this audience and their
particular behavior. It not only validates the continued need to map
your online content to match stages, but the necessity to have all
stage-related material ready simultaneously should your sponsorship of
it intersect with the ravenous appetite of this target audience. The
reality is that if your content is not available for them to proactively
download and/or store away, then whoever’s is available will be chosen
for the “grand catalogues” of information that these buyers are
constantly building and referring to along their purchase paths,” said
Barsam.
Highlights from the responses of this important audience include;
-
The average hyper-active buyer spends a majority of their research
time online and averages 5–20 interactions per day
-
98% of IT professionals sampled cite online IT communities as an
integral part of their research and/or purchase process
-
90% are investing in at least one major technology project this year
-
55% are technical decision-makers
-
43% plan to take on more than 4 projects
The full research and phone interview results from this report are
available online at http://www.TechTarget.com/ForMarketers
About TechTarget
TechTarget (http://www.techtarget.com)
(NASDAQ: TTGT) is a leading global technology media company with more
than 90 technology-specific websites, and over 9 million registered
members, and more than 10 years of groundbreaking accomplishments. Our
extensive editorial and vendor-sponsored content fulfills the needs of
tech pros looking for in-depth coverage of technology topics throughout
their buying process and positions us to meet the needs of technology
marketers targeting qualified technology audiences.
(C) 2010 TechTarget, Inc. All rights reserved. TechTarget and the
TechTarget logo are registered trademarks of TechTarget. Activity
Intelligence is a trademark of TechTarget, Inc. All other trademarks are
the property of their respective owners.
Source: TechTarget
Contact:
TechTarget
Chris Olive, 617-431-9374
Marketing Director
colive@techtarget.com