Information technology media company TechTarget, Inc., US, has announced the completion of a joint research project with Internet search services provider Google, Inc., US. The study examined the online search behaviours of 2,200 enterprise IT professionals in North America, Europe and Asia when researching and purchasing technology solutions. According to the study, 97 percent of IT professionals use search frequently during purchase process; 67 percent click on links of unfamiliar advertisers; and 43 percent read search advertising.
TechTarget and Google have generated what they claim is a comprehensive research project examining the online search behaviours and preferences of enterprise IT professionals throughout the various stages of the technology research and purchase process. The project is projected as Google's first to specifically investigate attitudes and practices of IT influencers surrounding video, mobile and RSS technologies, as well as topics related directly to online IT publishing best practices.
To share the research results with advertising agencies and IT marketers, Google and TechTarget have announced a joint five-city event called the 'Google/TechTarget Research Project Roadshow: How IT Pros Search Online during the Purchase Process'. The invitation-only events are being held in Boston, New York, Chicago, Austin and Seattle/Kirkland.
