IT decision makers are more likely to talk to their peers online when choosing which products to buy then they are to consult the IT industry press.
58 per cent of technology buyers say they use social networks to research IT purchases, while 50 per cent use search engines, according to research from Wildfire PR. Whereas once the IT press was seen as the first point of call for researching what products and services to invest in, just 36 per cent of those quizzed consulted online news sources, while 32 per cent studied a print medium.
However, when it comes to keeping abreast of the latest IT news, 64 per cent of those polled will use online news sources, compared to 43 who consult social networks. Highlighting again the rapid decline of print, just 28 per cent say they trust a print medium to give them the bulk of their knowledge.