UBM Tech Content Connects Research Reveals IT Professionals Comfortable with Native Advertising

63% say native advertising is influential; 64% say it is credible

May 19, 2015

SAN FRANCISCO, May 19, 2015 /PRNewswire/ -- UBM Tech's CreateYourNextCustomer.com released its 2015 Content Connects research report. The annual report studies the content consumption habits of technology professionals, identifying the range of content formats that inform IT buyers and measuring the actions that content inspires. UBM Tech's VP of Content Marketing Stephanie Stahl and Research Director Amy Doherty will share the results of the study via a live webinar on June 10, 2015 at 10:00 AM PDT. To register, visit http://bit.ly/1Exymfp.

"It's critical that marketers develop content in the right format for their customers' needs, as well as ensure that content assets are delivered from a source that understands their pain points," said Stahl. "This research can help content marketing pros keep pace with consumption habits and preferences."

Highlights from the report include:

  • Respondents use an average of 8.2 types of content formats or sources to get information for their jobs
  • Respondents named technology news and analysis, technical information, and insights from peers as the three most important types of information
  • 92% say that business technology-related information needs to be current or timely, with nearly 40% of IT buyers that will only consider information useful if it's less than 12 months old
  • 67% are familiar with sponsored native advertising content; 63% say that native advertising is influential; 64% say that native advertising is credible when labeled properly
  • Webinars/virtual events are the most popular format for receiving information, 74% use webinars for their job; online articles/feature editorial and websites on specific tech topics were tied for second at 68%
  • 64% of business technology professionals deem content more credible if it's from an independent source
  • 59% are consuming more content on their mobile devices as compared to a year ago

The 2015 Content Connects research examines the following content types: webinars/virtual events, research, video, vendor content/advertising, mobile, digital radio, white papers, infographics and slide shows. The data is based on a total of 485 qualified IT and business respondents.

"Our research shows that technology marketers must provide an optimal blend of technical facts and figures as well as peer-based insights to business technology decision makers," said Doherty.

To register for the Content Connects webinar for technology marketers, please visit http://bit.ly/1Exymfp. Or for more tech marketing insight and research, please visit UBM Tech's Create Your Next Customer site for technology marketers. 

About UBM Tech
UBM Tech engages technology professionals live and online through its world-class brands, including Black Hat, InformationWeek, Enterprise Connect, Game Developers Conference (GDC), Dark Reading, HDI, GTEC, Network Computing and Interop. We're dedicated to fostering real engagement by creating environments where the technology industry can make connections, share insights, and network effectively. UBM Tech is the only media company that delivers large-scale industry events, leading online brands and content marketing services serving the Enterprise IT, Information Security, Game Development, Enterprise Communications and Technical Services and Support communities. UBM Tech is a part of UBM (UBM.L), a global provider of media and information services with a market capitalization of more than $2.5 billion. For more information, go to http://tech.ubm.com.

For more information:
Winnie Ng Schuchman
VP of Marketing, UBM Tech