Decision-makers Rely More on the Internet than Print Trade Publications
The Internet is the top source of information by decision makers in seven industries -- more so than print trade publications -- according to a recent Starch Information Sources Study. The research was sponsored by The Canadian Business Press to measure the effectiveness of specialized business publications versus other information sources.
Recognizing that Canada is generally a microcosm of the U.S. marketplace, the data developed in this study should guide market and media planning in the U.S.
|
Importance of Information Source For ALL MARKET SECTORS, (2010 Ranking) |
|||
|
|
2010 |
||
|
Information Source |
Very Useful |
Average |
Rank |
|
The Internet |
76% |
7.6 |
1 |
|
Specialized Business Publications or Industry Newspapers |
67 |
7.0 |
2 |
|
Trade Shows |
67 |
7.1 |
2 |
|
Conventions/Seminars |
56 |
6.3 |
4 |
|
Salespeople |
51 |
6.2 |
5 |
|
Direct Mail |
39 |
5.5 |
6 |
|
Business Directories |
32 |
4.9 |
7 |
|
General Business Publications |
31 |
4.9 |
8 |
|
Daily Newspapers |
30 |
4.5 |
9 |
|
Specialty Television |
21 |
3.6 |
10 |
|
News Magazines |
19 |
3.7 |
11 |
|
Network Television |
18 |
3.7 |
12 |
|
Radio |
18 |
3.4 |
12 |
|
General Interest Consumer Magazines |
17 |
3.4 |
14 |
|
Source: Starch Research, March 2010 |
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The study included combined unduplicated circulation of the 58 major individual publications serving seven industries:
- Manufacturing
- Retail
- Automotive & Trucking
- Information Technology
- Construction
- Agriculture
- Travel/Tourism
Business and professional publications provide reliable, industry-specific news and information as well as being repositories of knowledge on the industries they cover and are the ultimate targeted medium.
As a business-to-business information source, the Internet has shown spectacular growth in influence since first evaluated in 1996. The Internet showed a significant 23 percentage point gain since 2004, which launched it into the top position. Trade shows have shown a gain of 11 percentage points since 2004, and are tied in their overall rating with Specialized Business Publications. Conventions/Seminars showed a gain of 6%.
|
Percent Reporting Internet Very Useful |
|||||
|
Rank ‘10 |
B2B Information Source |
1996 |
2000 |
2004 |
2010 |
|
1 |
Internet |
22% |
53 |
53 |
76 |
|
2 |
Specialized Business Publications |
66 |
66 |
69 |
67 |
|
3 |
Trade Shows |
60 |
60 |
56 |
67 |
|
4 |
Conventions/Seminars |
49 |
49 |
50 |
56 |
|
5 |
Salespeople |
58 |
55 |
50 |
51 |
|
Source: Starch Research, March 2010 |
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For additional information, please visit the CBP online.
Hugely interesting findings Larry - and obviously a big leap from the 2004 figures.
Ian