CMP Technology and Global Sources Debut Annual Global Media Usage Study in China

Study Reports on Media Usage Patterns of Engineers Worldwide, and the Dominance of Key Media Forms and Their Tight Interrelationships

Mar 7, 2007

CMP Technology's Electronics Group today announced the findings of its annual global media usage survey, conducted in conjunction with Global Sources. The survey is the most extensive of its kind, having polled more than 5,000 electronics engineers worldwide across eight languages and 30 countries. The survey findings are being rolled out this month.

Electronics engineers, managers and executives are amongst the most sophisticated media consumers, and drive the $1.5 trillion global electronics industry. The study measures how this group uses 16 different traditional, electronic and new Web 2.0 media sources to uncover new approaches, stay in touch with industry trends, and do their daily design jobs. In addition, the study analyzes differences by region, age and other factors.

The goal of the study is to provide the media and electronics industries with insight into how media is being used today, and to give clients and partners unique access to information to help them to execute more effective media and event planning.

"This year's study provides even deeper insight into the media habits of electronics engineers and offers invaluable guidance to the media and advertising communities in this market and beyond," said Mike Azzara, senior vice president of CMP Technology's Electronics and Software Development Groups. "The study reveals distinct differences based on demographics, like region and age, that give us insight into how engineers around the world use available media to source products and get their jobs done. We look forward to sharing the complete findings with our marketing partners."

The study found that across all regions and age groups, there is a distinct tiering of media sources that engineers rely on for everything from trend information to design tips, product recommendations and news. The study also reveals that engineers use four core types of media and constantly move among them for very specific reasons. The tight inter-relationships among these "Core 4" is what makes these types of media so powerful. Also uncovered are the linkages between "Core 4" and other key media formats, such as email, events, white papers and Webinars. A few key highlights:

  -- Print, publication websites, vendor websites and search engines stand
     out as the four essential core formats.
  -- Print continues to be one of the most widely used formats in all
     markets, regions and age groups for three reasons:  credibility,
     readability and news analysis.
  -- Engineers tend to rely on trusted sources even as they experiment with
     new ones.
  -- Specific demographic and regional factors are driving forces behind
     media format usage.
  -- Web 2.0 media formats are beginning to gain ground in some regions and
     among engineers under the age of 35.

This study offers the only truly global view of the electronics market's media usage, and results from a collaborative partnership between CMP Technology and Global Sources. For more information, please contact Christian Fahlen, group manager of business strategy, CMP Technology at (415) 947-6623 or

About the CMP Technology Electronics Group

The CMP Technology Electronics Group is the premier technology and business media brand serving the information needs of the creators of technology worldwide. Offering a full suite of products and services to reach electronics technology professionals throughout the world, the CMP Technology Electronics Group delivers the most targeted audience and actionable information to marketers in the electronics technology community. Each month, the CMP Technology Electronics Group delivers more than 1 million copies of its print publications, including EE Times, to subscribers in more than 23 countries and online visitors from 100 countries view more than 8 million pages on its Web sites in seven languages including EE Times Online and TechOnLine. More than 40,000 decision makers attend its Embedded Systems Conferences each year in Boston, Silicon Valley, China and Taiwan.

About CMP Technology (

CMP Technology is a marketing solutions company serving the technology industry. Through its market-leading portfolio of trusted information brands, CMP has earned the confidence of more technology professionals than any other media company. As a result, CMP is the premier provider of access, insight and actionable programs designed to connect sellers and buyers in ways that yield superior return on investment. CMP Technology is a subsidiary of United Business Media (, a global provider of news distribution and specialist information services with a market capitalization of more than $3 billion.

  Michelle Sabolich
  Atomic Public Relations for CMP Technology
  (415) 402-0230

Web site:

SOURCE: CMP Technology Electronics Group

CONTACT: Michelle Sabolich of Atomic Public Relations, +1-415-402-0230,
or, for CMP Technology