2014 Media Usage in Manufacturing Survey Results
The annual Media Usage in Manufacturing Survey conducted by Gardner Research reveals demographic characteristics and media usage trends of today’s manufacturing technology buyer.
The results are in. The fourth annual “Media Usage in Manufacturing” survey of industry professionals was conducted by Gardner Research, a division of MMS publisher Gardner Business Media, from Nov. 20 to Dec. 20, 2013. The full report, including complete survey results, insights on industrial marketing trends and buyer behavior is available here in digital, PDF and PowerPoint formats.
Pulling some key findings from the report, we found that more than 70 percent of manufacturing buyers look for products or services at least once a week, and the majority (68 percent) of manufacturing purchases are influenced by at least three people. We also found that search engines are an essential research component of the buyer, and brand recognition dominates search engine selection, as 86.3 percent reported first selecting results from companies/sources they recognize.
As far as media usage is concerned, manufacturing professionals use at least five types of media to find information. Websites and trade magazines are the two most accessed and most effective information resources for manufacturing professionals.
Social media adoption has increased for the third consecutive year (44 percent use social); however, the perception of its usefulness remains flat. LinkedIn and YouTube continue to be the most useful social media sites for manufacturing buyers.
Overall mobile adoption remained relatively flat (88 percent carry at least one device), but significant gains appear in laptop and tablet usage. Also, manufacturers prefer browsers to apps (72 percent versus 8 percent) when accessing Web content on mobile devices.
Speaking on key findings from the report, Rick Kline, Jr., group publisher and vice president, says: “Brand remains the most influential factor impacting the industrial buying cycle. Whether it’s reviewing search returns, evaluating vendors or considering information sources, manufacturing buyers rely on brand reputation to form and make decisions. As a result, a marketing mix integrating multiple media remains the most impactful means to reaching today’s active, evolving technology buyer as they progress from awareness to vendor selection.”