| Top-Tier Tech Influencers Prefer Magazines
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What’s the medium of choice for business
people with the most influence on corporate technology purchases?
If you said “the Internet,” you may be surprised.
New findings from the IntelliQuest’s CIMS Fall Business
Study reveal that technology purchasers with the most influence
read magazines heavily*, watch TV lightly, and are only “medium”
Internet users—and this pattern holds true when looking
across a number of product types.
What's more, the IntelliQuest CIMS Business Study studies
found that this group in the top tercile (i.e., upper third)
of influencer power also: |
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Spend significantly more on technology products
than low- or medium-powered influencers. |
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Are more likely to say they “give more advice
than [they] receive” across a range of separate
product categories, demonstrating a willingness to
promote their favorite brands to others |
|
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| Media Habits of High-Powered Tech
Influencers |
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| IntelliQuest analyzed the media use of IntelliQuest CIMS
Business Study respondents who make decisions about their
company’s technology purchases. The level of influence
each respondent had was defined by the number of people he
or she influences in the purchase of technology products.
Across a wide variety of technology products—from
computer servers to handheld devices to networking/telecom
equipment—high-powered influencers were more likely
to be heavy magazine readers, light TV viewers and medium
Internet users.
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Media Use of High-Powered Influencers:
Computer Servers |
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Nearly two out of five (38.5%) are heavy magazine
readers |
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Only one in four (24.2%) is a heavy Internet user |
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Only one in eight (12.2%) is a heavy TV viewer |
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| Media Quintiles |
Magazines |
Newspaper |
Internet |
Television |
| Heavy Users |
38.5 |
27.7 |
24.2 |
12.2 |
| Light Users |
11.3 |
20.8 |
15.7 |
21.1 |
|
| Source: IntelliQuest CIMS Business
Fall Study 2006 |
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Media Use of High-Powered Influencers:
Handheld Devices |
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One in three (33.0%) is a heavy magazine reader |
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One in four (24.9%) is heavy Internet user |
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Only one in six (16.3%) is a heavy TV viewer |
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| Media Quintiles |
Magazines |
Newspaper |
Internet |
Television |
| Heavy Users |
33.0 |
30.8 |
24.9 |
16.3 |
| Light Users |
11.3 |
16.6 |
16.0 |
20.3 |
|
| Source: IntelliQuest CIMS Business
Fall Study 2006 |
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Media Use of High-Powered Influencers:
Networking/Telecom Equipment |
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One in three executives (30.4%) is a heavy magazine
reader |
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One in four (23.6%) is a heavy Internet user |
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One in six (17.3%) is a heavy TV user |
|
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| Media Quintiles |
Magazines |
Newspaper |
Internet |
Television |
| Heavy Users |
30.4 |
26.9 |
23.6 |
17.3 |
| Light Users |
16.0 |
19.2 |
15.7 |
21.3 |
|
| Source: IntelliQuest CIMS Business
Fall Study 2006 |
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Media Use of High-Powered Influencers:
Desktop and Notebook PC |
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One in three (28.4%) is a heavy magazine reader |
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One in four (24.4%) is a heavy Internet user |
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One in six (16.8%) is a heavy TV user |
|
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| Media Quintiles |
Magazines |
Newspaper |
Internet |
Television |
| Heavy Users |
28.4 |
27.9 |
24.4 |
16.8 |
| Light Users |
16.9 |
20.0 |
15.4 |
21.5 |
|
| Source: IntelliQuest CIMS Business
Fall Study 2006 |
*Heavy users = Top quintile of media use; Light users = bottom quintile of media use |
For more information about this issue of SalesEdge, please
contact Barbara Graham, VP/Media for Millward Brown/IntelliQuest at barbara.graham@us.millwardbrown.com or (800) 386-2467, or Stephen Frost, Director of Research, Magazine Publishers
of America, at sfrost@magazine.org. |
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