TechTarget and Google Release New Behavioral Research on Search Habits of IT Buyers Online during the Purchase Process
January 26 2010 - 5:00PM
Business Wire
Technology media company TechTarget, Inc. (NASDAQ: TTGT) today
announced the release of Phase 2 of the Google/TechTarget
Behavioral Research Project, mapping IT buyer’s search behavior to
their online research process. This behavioral phase of the
Research Project was designed to track the differences between what
buyers said they do in our first study, versus what they actually
do when presented with live SERPs (search engine rendered pages).
The Google/TechTarget Behavioral Research Project: Phase 2, is
available online at, www.TechTarget.com/ForMarketers
“IT buyer’s actual search behavior reveals important details
about the findings from our first Google/TechTarget Research
Project,” said Marilou Barsam, Senior Vice President of client
consulting and corporate marketing, TechTarget. “Specifically, CIOs
have a tendency to view more pages of search results, use keyword
queries around “solution” more in early stage research, and
demonstrate more willingness to provide their telephone numbers
than IT buyers with Director or Administrator roles,” Barsam
continued.
Another significant finding in search behavior patterns was a
greater frequency of brand and issue/opportunity search phases
during the early awareness stage, and a greater use of solution and
comparison/review phrases during the later consideration stage than
in our 2008 study.
Additional highlights from the study include click-maps that
demonstrate the actions taken by IT buyers, including showing that
more than 80% of users skim the entire search results page for
titles, topics and specific content types of interest before taking
any action on the SERP.
This report, along with in-depth analysis of responses segmented
by title, role and international region, will be the focus of a
joint Google/TechTarget Roadshow event to be held at the Google
offices in New York, NY on February 11, 2010. Visit
http://www.techtarget.com/googletechtargetroadshow to apply for
attendance today.
About TechTarget
TechTarget, a leading online technology media company, gives
technology providers ROI-focused marketing programs to generate
leads, shorten sales cycles, and grow revenues. With its network of
more than 60 technology-specific websites and more than 7.5 million
registered members, TechTarget is a primary Web destination for
technology professionals researching products to purchase. The
company is also a leading provider of independent, peer and vendor
content, a leading distributor of white papers, and a leading
producer of webcasts, podcasts, videos and virtual trade shows for
the technology market. Its websites are complemented by numerous
invitation-only events. TechTarget provides proven lead generation
and branding programs to top advertisers including Cisco, Dell,
EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.
(C) 2010 TechTarget, Inc. All rights reserved. TechTarget and
the TechTarget logo are registered trademarks of TechTarget. All
other trademarks are the property of their respective owners.
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