Online tech publications and supplier websites are the primary sources engineers turn to when researching products, finds survey
October 2023 - Engineering
Online tech publications and supplier websites are the primary sources engineers turn to when researching products: A survey of engineers looking at their preferences and technical buying behaviour has found that when researching products, the majority prefer online technical publications and supplier/vendor websites.
The survey by TREW Marketing and Elektor, Europe's leading engineering community, polled 1,200 engineers and technical buyers in Europe, with the highlights of the survey to be presented in a free webinar on November 9 2023 by Erik Jansen, Managing Director of Elektor, and Wendy Covey, CEO of TREW Marketing.
The research looked at buying behaviour, such as how engineers interact with paid search ads and the type of content they find most valuable for work-related purchases, as well as their preferred sources of information.
Some insights from the Decoding Engineer Preferences report have been shared ahead of the webinar inclduding that 58% of engineers avoid paid search links when searching online, however three in 10 (29%) will click if a paid link appears helpful.
The research asked respondents about the content that is most valuable to them in their decision-making process, finding that datasheets were overwhelmingly the top response (86%) followed by technical articles (60%) and product reviews and/or testimonials (50%).
Looking at Artificial Intelligence, the survey asked engineers to rate their trust in AI-based tools on a scale of 1 to 10 (where 1 means 'no trust at all' and 10 equals 'complete trust'). The average rating was 4.14, according to the findings.
Speaking ahead of the webinar, Covey said: "Understanding engineer preferences is pivotal for businesses looking to tailor their marketing strategies effectively. This collaboration allows us to offer a global perspective on engineer behaviour, empowering businesses to make informed decisions and strengthen their marketing efforts.”
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