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New SIIA/ABM Survey: 96 Percent of Business Media Users Rely On Trade Magazines and Websites To Make Purchase Decisions
Laura Greenback / SIIA / August 6, 2013
ABM, a division of SIIA, today released research – “the Value of B-to-B”– showing that business-to-business media, including events, magazines, websites and more, are extremely effective in connecting buyers and sellers. The Value of B-to-B report was sponsored by Adobe Systems Inc. and supported by marketer organizations ANA, ISBM and BMA, as well as eight trade publishing companies. Some key takeaways include:
- Trade media have reach: 96 percent of media users polled visit b-to-b websites and read print magazines. 73 percent visit these websites at least weekly, and 45 percent read print magazines at least weekly.
- Events deliver leads: 90 percent of marketers polled said that event attendance generates leads, and 76 percent said that event sponsorship generates leads.
- Digital magazines are flourishing: 92 percent of publishers polled produce digital editions of their print magazines, and 60 percent of publishers say that their digital circulation is increasing.
- Mobile is growing in business: 53 percent of media users say they use their own personal mobile device for business purposes, and 43 percent of marketers say they plan to increase their spending on mobile media.