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Podcasting News - Same Old Situation

Posted on 4.05.2007

According to a report from eMarketer, citing the "IT Media Consumption Trends and IT Buyer Purchase Intention" study from TechTarget, conducted in collaboration with the CMO Council, IT buyers are using podcasts as a way to research their B2B purchases.

Here's how it breaks down, by number of podcasts downloaded by IT professionals as part of their IT purchasing research:

  • 0:           68.4%
  • 1-5:       19.9%
  • 5-10:     6.4%
  • 10-20:   3.0%
  • 20+:      2.4%

"Technical content publication, distribution and syndication on the Internet have become a significant part of the BtoB technology marketing repertoire," said Donovan Neale-May of the CMO Council. "Understanding online media content consumption preferences, patterns and interests is critical to determining where and how to allocate marketing dollars to improve awareness and consideration."

So, what have we learned here? Not too much. I guess if you're an IT buyer, you know that your peers are downloading some podcasts from time to time. For the rest of us, this feels like a stab in the dark at some podcasting news for an industry that just can't seem to get moving.

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