As global advertisers prepare for the holiday buying season, we’re excited to release the results of IDG TechNetwork’s Consumer Audience Survey – a robust report that examined the way consumers engage with technology news sites at every stage of the purchase funnel.

1. 2012 CONSUMER AUDIENCE RESEARCH
500+ sites
industry breaking insights
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

2. GOALS & METHODOLOGY
GOAL
This study was conducted to provide insight into the behaviors of the IDG TechNetwork audience, as well
as to better understand the demographic profile of this audience.
RECRUITMENT METHOD
The research was conducted online. Respondents were recruited via invitations posted by
editorial stakeholders of sites within the IDG TechNetwork.
RECRUITMENT TIMING
Responses were collected between April 30, 2012 and August 24, 2012.
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

3. CONSUMERS RELY ON ALL SITES:
BIG & SMALL
78% of users rely on specialty tech content sites for
information on technology.
IDG TechNetwork includes BOTH mainstream and specialty content sites to
ensure that advertisers reach consumers WHEREVER they are on the web.
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

4. VIDEO INFLUENCES PURCHASES
of
our
users
watch
videos
about
9 OUTOF10 tech
products
they
purchase
40% are
frequent
viewers
of
consumer
tech
videos
23% of users watch video content on their mobile device
10% of users prefer ads with video when on their mobile device
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

5. VIDEO FORMAT IS IMPORTANT WHEN
SEEKING PURCHASE CENTRIC INFO
80%
Find
thought
leadership/expert
90%
of
users
find
product
77% Find
customer
tes<monials
very
demos
and
reviews
interviews
very
helpful
valuable
very
valuable
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

6. TECH CONSUMERS ARE SOCIAL
8 OUT OF 10
users
find
customer
tes<monial
videos
very
valuable
when
making
purchase
decisions!
re
ns (sha k
actio ions, as
tric
ity cen r quest create
om mun , answe ignup,
ke c mment sletter s
Ta co
, ew
info tions, n files)
s
que nal pro
o
pers
participate in
use their mobile device to
ng app
social or business networki
communities/forums
21% 6
PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

7. PURCHASE PATTERNS
Purchased
in
the
Will
purchase
in
the
last
12
months:
next
12
months:
1. Desktop/Laptop (67%) 1. Desktop/Laptop (31%)
2. Smartphones (63%) 2. Smartphone Apps (30%)
3. Smartphone Apps (50%) 3. Smartphones (29%)
4. Tablets (50%) 4. Tablets (27%)
5. Digital Music (41%) 5. PC Games (24%)
6. PC Games (42%) 6. Digital Music (23%)
7. Digital Camera (39%) 7. Digital Camera (14%)
8. HDTV (36%) 8. HDTV (13%)
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED

8. Thanks for reading!
For more information contact:
Daniella Krieger, Director of Marketing
daniella_krieger@idgtechnnet.com
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PROPRIETARY AND CONFIDENTIAL. COPYRIGHT© 2012 IDG TECHNETWORK. ALL RIGHTS RESERVED