In a Tightening Economy, U.S. SMBs Use More Information Sources, Especially the Web, to Learn About IT Products, Technologies, and Suppliers, IDC Reveals
FRAMINGHAM, Mass. – April 6, 2009 – Under increasing economic pressure, small and medium-sized businesses (SMBs) in the U.S. are using more diverse information sources to first learn about IT products, technologies, and suppliers and, once aware, gather more information. Despite the growing use of the Internet as a source of information, a trend that will continue, word of mouth still receives high mentions by SMBs, according to a new IDC study.
"A major challenge for providers of advanced technology products and services is how best to reach the 7.9 million SMBs in the United States," said Merle Sandler, research manager for SMB Programs at IDC. "SMBs use multiple information sources, so technology providers need to develop an effective promotional portfolio to ensure visibility in the places where SMBs turn for IT information, bearing in mind that their preferences vary by business size, vertical industry, and attitude cluster."
Among key highlights of IDC's research are the following:
* Word of mouth is most often cited by small businesses (SBs) and medium-sized businesses (MBs) as how they initially become aware of IT products, technology, and suppliers. However, vendor Web sites and word of mouth tie for first place as a source of more detailed information for both SBs and MBs.
* SMBs differ far more by vertical industry than they do by company size regarding places where they become aware of technology as well as sources for more detailed information. Communications firms cite the highest average number of sources, while banking/finance firms averaged the lowest.
* SMBs differ a great deal by cluster regarding the information sources that they utilize. A well above average share of SMB 2.0 firms mention online sources for both becoming aware of and gathering IT information.
IDC's study, How U.S. SMBs Gather Information About Technology: More Sources, Greater Use of the Web in Challenging Economic Times (Doc #217419) examines the use of different information sources by SMBs by company size, industry, and attitude cluster to help technology providers improve the efficiency of their delivery of information to SMB prospects.
IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 100 countries. For more than 45 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.