TechWeb Releases New Research on B2B Tech Pros' Usage and Consumption of Emerging Media Applications

Research Outlines Marketing Best Practices Based on Consumption Patterns of Blogs, Video, RSS and Online Networks

Apr 23, 2008

TechWeb, the global leader in business technology media, today released the results of an in-depth research study that delves into the media usage and consumption habits of new media applications by business technology executives. The study, The Rise of B2B Applications-Based Media, reveals that the usage of emerging media among IT decision-makers has increased considerably over the past year, with video and blogs experiencing the most increased usage for work-related information. This latest study is part of TechWeb's ongoing Business Technology Media Engagement Research series. "The results of this study are used by our content and audience teams to shape our strategies and businesses, and have a direct impact on how we deliver information to the millions of business technology executives that engage with our market leading brands," said Scott Vaughan, VP of Marketing Services, TechWeb. "The study also has huge ramifications for technology marketers' strategies and tactics when it comes to how they engage with business technology pros, so they know how, where and when in the marketing process to use these new media applications."

  Key study highlights include:
  -- Increased Usage of Emerging Media Applications: business technology
     decision makers are utilizing emerging media applications more
     frequently to obtain work-related information, as compared to last

  % of business technology decision makers utilizing each medium to obtain
  work-related information:

  Media-Type                                      2007         2008
  Video Content Programming                       46 %         68 %
  Blogs                                           37 %         64 %
  Mobile (web-enabled)                            n/a          53 %
  Podcasts                                        29 %         48 %
  RSS                                             30 %         48 %
  Online communities/social networking sites      42 %         48 %

  -- More Growth Expected:  business technology decision makers currently
     using emerging media intend to consume even more in the coming year -
     even those who are not currently using emerging media applications.

  % planning to increase usage in coming year:

                                     Currently Use/    Currently Do Not Use/
  Media-Type                        Plan To Increase     Plan to Increase
  Video Content Programming               38 %                 25 %
  Blogs                                   45 %                 18 %
  Mobile (web-enabled)                    50 %                 21 %
  Podcasts                                41 %                 20 %
  RSS                                     51 %                 18 %
  Online communities/social
   networking sites                       38 %                 20 %

  -- Engagement with Emerging Media Leads to Action:  when business
     technology decision makers interact with emerging media, they continue
     to look for related information.

  Top activities as a result of utilizing emerging media applications:

  1. Visited a web site mentioned in video/blog/RSS feed
  2. Went to a vendor site for more information about their product or
  3. Used the search function within the same web site to get more
  4. Forwarded to co-workers within own organization
  5. Went to the originating web site for more information

TechWeb's The Rise of B2B Applications-Based Media Research Study showcases the results of quantitative web-based interviews of 550 business technology professionals fielded in the fourth quarter of 2007. The respondents consisted of 80% IT (CIO, CTO, VP IS/IT, IT Management and Staff), and 20% corporate (CEO, COO, President, CFO and line-of-business corporate management) job functions. Of the respondents, 44% were from large companies (1,000+ employees); 25% Medium (100-999 employees); 32% Small (<100 employees). Respondents were recruited from a random pool of TechWeb Network visitors; the TechWeb Network includes, InformationWeek, Network Computing, Intelligent Enterprise, bMighty, Byte and Switch, Dark Reading, Wall Street & Technology, Advanced Trading, Bank Systems & Technology, and Insurance & Technology. Respondents were invited to participate via a drop- down intercept invitation.

For additional information or to view the full contents of this in-depth study, please contact Scott Vaughan at This study should be sourced as: The Rise of B2B Applications-Based Media Research Study, TechWeb 2008.

About TechWeb (

TechWeb, the global leader in business technology media, is an innovative business focused on serving the needs of technology decision-makers and marketers worldwide. TechWeb produces the most respected and consumed media brands in the business technology market. Today, more than 13.3 million* business technology professionals actively engage in our communities created around our global face-to-face events Interop, Web 2.0, Black Hat and VoiceCon; online resources such as the TechWeb Network, Light Reading, Intelligent Enterprise,,, and The Financial Technology Network; and the market leading, award-winning InformationWeek, TechNet Magazine, MSDN Magazine, Wall Street & Technology magazines. TechWeb also provides end-to-end services ranging from next-generation performance marketing, integrated media, research, and analyst services. TechWeb is a division of United Business Media, a global provider of news distribution and specialist information services with a market capitalization of more than $2.5 billion.

  *13.3 million business decision-makers: based on # of monthly connections

  Contact: Scott Vaughan
           Vice President, Marketing Services, TechWeb


CONTACT: Scott Vaughan, Vice President, Marketing Services of TechWeb,