Industry Analysts, Print Media Leading Influencers In IT Decisions

According to a new survey released by Hill & Knowlton, technology industry analysts are the most influential source of information for major technology decision makers around the world. The new H&K survey also found that the global c-suite views industry analysts, trade magazines and major business publications as more influential than financial analysts and bloggers in making final technology buying decisions.

“Influencing technology purchases requires more than just a good article in a major business or trade publication,” said Joe Paluska, Director, H&K’s Worldwide Technology Practice. “The IT buying process is hierarchical and cultural, which means technology vendors must smartly influence the right touch points using a variety of media channels around the world. We conducted our technology influencer survey so that we can counsel our clients on how to deliver greater impact.”

In H&K’s third survey on reputation and technology, 420 technology decision makers in the US, UK, China and Canada were interviewed for their views on what influences them in the IT decision-making process.

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Among the findings, Industry analysts ranked as the number one source of information and influence on the IT buyer in the US, UK and China; Reputation, combined with positive experience, are at least as important in making final purchase decisions as superior products and services, in the US, UK and Canada; Bloggers have more influence over IT buyers in China than they do over UK IT buyers; Overall, internal and external recommendations have greater influence over the c-suite than IT managers; Traditional print media is more influential than online media and blogs in the US, UK and Canada; Most major media tends to be regional in its influence versus global; While Gartner is the most credible analyst firm in the US, in the UK Forrester is viewed as credible as Gartner. In Canada, IDC is the most credible.