The “Tech Decision Maker” study found that decision makers consider their personal experience (58%) first when short-listing tech vendors, followed by word-of-mouth and industry analyst reports, tied at 51%.
A nearly equal number of respondents cited user-generated media (28%) and traditional media (27%) as most influential in purchasing decisions. Advertising (17%) and direct marketing (21%) were listed as the least important information sources when short-listing vendors.
"Because some of the percentages are so close together, it's hard to categorically say that one channel is more important than other,” said Joshua Reynolds, global technology practice director for Hill & Knowlton.
When asked what information sources have the most impact on the "perception or image of the product or service or company," 69% said trade magazines, 68% business publications, and 67% said industry analyst reports.
The study, now in its fourth year, sampled around 400 C-suite executives and IT managers who influence purchasing decisions in the US, UK, and Canada.