Staying Current

During Digital
Disruption
Sites or Peers? Videos or Vendors?
Todays Tech Decision-Makers
Self-Educate to Learn Whats Next

58

of tech decision-makers
say their CEO promotes
technology as a critical
or high priority for
business innovation

The Always On Mentality

Tech decision-makers look for technology-related content

early morning
before work

during their
work hours

34 79
%

in the evening/
after work hours

36

56

Whos reading
after work?

weekends

62%

58%

52%

years old

years old

years old

18-34

35-55

55+

A Network of Knowledge
Top Resources Used to Keep
Up-To-Date on New Technologies

White
Papers

Peers
outside
company

1
Tech
content
site

62 60

74

Webcasts/
Webinars/
Web Video

Peers
inside
company

Technology
VENDOR
WEBSITE

60 54 54
%

Top Resources Used by Title

Executive IT
Technology
content sites
White papers
Peers outside
company

IT Management

75%

Technology
content sites

78%

63%

White papers

68%

63%

Webcasts, webinars
or web video

68%

IT Professionals
Technology
content sites

Business
Management

74%

Peers inside
company
Webcasts, webinars
or web video
Technology
vendor website

63%

Peers outside
company

59%

56%

Webcasts, webinars
or web video

56%

56%

Peers inside
company

56%

Source Needs Change

During the Purchase Process
1

Determine
the Business
Need

Determine
technical
requirements

Evaluate
Products
& Services

Peers inside
company

Technology
content sites

White papers

White papers

White papers

Technology
content sites

Peers inside
company

Webcasts,
webinars,
or web video

Technology
content sites

Technology
vendor website

Recommend
& select
Vendors

Sell
internally

Authorize
& Approve

Peers outside
company

Peers inside
company

White papers

Technology
content sites

Analyst firms

Peers inside
company

Peers inside
company

Peers outside
company

Technology
vendors

Finding Out About Emerging Tech Vendors

67

61

57

Read about them

in the course
of researching
products

Discussions
with peers
in IT

Attending
conferences,
trade shows
or events

IT departments spend an average of 2.14 hours

per week meeting with prospective vendors

Whats the Deal with Video?

93

of tech decisionmakers have watched

a tech-related video
in the last 3 months

up from 88% in 2014

Whats capturing their attention?

1. Webcasts/web shows

16.5 minutes

2. Interactive video

14 minutes

3. Product reviews

13.6 minutes

4. How-to videos

12 minutes

5. Industry research videos

9.7 minutes

6. Interview videos

9.6 minutes

Quality
Matters

47% say video

production quality
is critical/very
important

The Driver Behind Product Research

As a result of watching a tech-related video, tech decision-makers have

67

Researched
a product

Executive IT 70%

56

40

Visited a vendor
website or contacted
a vendor for more
information

Forwarded a video
to friends or
colleagues

47%
enterprise

34%
SMB

2015 Role & Influence of the

technology decision-maker Survey
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