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The Relative Importance of Different Media Channels to European Electronics Engineers A Research Study by

The Relative Importance of

Different Media Channels to

European Electronics Engineers

A Research Study by Chichester University and Napier Partnership Limited December 2007

For more information contact:

Mike Maynard Mike@Napier.co.uk www.Napier.co.uk © Copyright Napier Partnership Limited 2007

Objective  This study aims to understand the relative importance and influence of different media

Objective

This study aims to understand the relative importance and influence of different

media channels to European electronics engineers. The study particularly considers how engineers use different media channels when looking for new products.

engineers. The study particularly considers how engineers use different media channels when looking for new products.
Methodology  An online survey was set up, and an email requesting participation was sent

Methodology

An online survey was set up, and an email requesting participation was sent to a

list of 19173 engineers on the TechEventGuide.com database

A prize draw for an iPod Touch was offered as an incentive for people to complete the survey. This was won by Mr. Kitto Richards of Elcometer Instruments Ltd

480 people clicked through to the survey

356 surveys were completed, 309 people entered the draw for the iPod

 480 people clicked through to the survey  356 surveys were completed, 309 people entered
Research team  The study was conducted by Chichester University for Napier Partnership Limited. The

Research team

The study was conducted by Chichester University for Napier Partnership Limited.

The team was:

- Anna Smith Chichester University

- Helen Cook Chichester University

- Mike Maynard Napier

team was: - Anna Smith – Chichester University - Helen Cook – Chichester University - Mike
Results and Analysis

Results and Analysis

Results and Analysis
Most important sources for gaining knowledge of products and availability

Most important sources for gaining knowledge of products and availability

Most important sources for gaining knowledge of products and availability
Most helpful media channels for gaining knowledge of new products

Most helpful media channels for gaining knowledge of new products

Most helpful media channels for gaining knowledge of new products
What makes engineers visit manufacturers’ websites

What makes engineers visit manufacturers’ websites

What makes engineers visit manufacturers’ websites
The Internet hasn’t replaced print!  The study showed the Internet search engines to be

The Internet hasn’t replaced print!

The study showed the Internet search engines to be the most important channel

for information about products and to drive engineers to manufacturer’s websites

Print magazines were the second most important source

- 68% used product articles for information on existing products, making magazines

more important than suppliers’ websites (58%)

- 72% used magazines for information about new products, putting magazines ahead of word-of-mouth information from colleagues (42%)

- 70% said articles in the technical press made them visit websites

75% said search engines were the one source they couldn’t do without, 14% said suppliers websites were the most important source of information, but perhaps surprisingly 6% said print ads were the one information source they would keep

source of information, but perhaps surprisingly 6% said print ads were the one information source they
Print or online adverts?  55% of engineers think print ads are more effective than

Print or online adverts?

55% of engineers think print ads are more effective than online

- Engineers said they read magazines in a different way to browsing the web they are more relaxed and take in new information from print ads

- Online ads were seen as easy to filter out

- But several engineers commented about the environmental effect of paper magazines, preferring what they saw as the greener online option

When asked about actions taken, print is even further ahead of online advertising

- Just over a third of respondents admitted to using print adverts to find out information on products, whereas only 15% used online ads

- 49% said print ads made them visit a manufacture’s website, whereas only 3:% said online adverts did the same even though visiting the website by clicking the online advert is so much easier

Adverts clearly do work! 89% said they took action after seeing an advert in the

last 6 months

Other online media  Email newsletters were important, with 50% saying newsletters caused them to

Other online media

Email newsletters were important, with 50% saying newsletters caused them to

visit a manufacturer’s website, although this was lower than the 7:% who said articles made them visit sites

Podcasts and blogs have minimal effect, driving only 3% of the respondents to

company websites

made them visit sites  Podcasts and blogs have minimal effect, driving only 3% of the
Uses for the Internet

Uses for the Internet

Uses for the Internet
Broad range of uses for the Internet  Sourcing technical information was the most popular

Broad range of uses for the Internet

Sourcing technical information was the most popular work-related activity on the

internet, with the following other activities close in terms of popularity:

- Visiting suppliers websites for service and support

- Locating suppliers

- Downloading software

- Looking for/purchasing products

- Industry news was less important than all the above, with only 61% of respondents using the internet to get industry news

Online communities and forums split the sample, with almost exactly half using communities an order of magnitude above the number using podcasts and blogs

sample, with almost exactly half using communities – an order of magnitude above the number using
When do engineers look for new products?

When do engineers look for new products?

When do engineers look for new products?
Branding is important!  Getting to an engineer’s top -of- mind is very important, as

Branding is important!

Getting to an engineer’s top-of-mind is very important, as engineers’ preference

for suppliers influences where they go to source products

- 82% said they always checked certain companies if they were looking for a new part, suggesting that if those suppliers had a suitable product the engineer might not look further

- Supplier loyalty was even stronger with some engineers: 57% said that there were certain suppliers whose products they always tried to use

was even stronger with some engineers: 57% said that there were certain suppliers whose products they
Conclusions  The fascinating study helps to understand how European engineers use different media channels.

Conclusions

The fascinating study helps to understand how European engineers use different media channels. The key conclusions are:

- Although Internet search engines are the most important channel of information, print

remains extremely important, and engineers notice and take action when they see

relevant editorial and advertising in print

- In general engineers believe print adverts are more effective than online, and are more likely to take action when seeing a relevant advert in print

- Most engineers like print because they consume this media in a more relaxed way, looking for all relevant information, whereas the use of the Internet is more task-driven. Some engineers, however, are concerned about the environmental impact of printed magazines and choose online media because of this. The survey did not ask if they used digital versions of print titles

- To date, “new media” channels (blogs, podcasts, etc) have had little impact

- Branding is extremely important, with engineers checking the suppliers that they know and like before others when sourcing new products

For more information  For more details about this research, please contact: Mike Maynard Managing

For more information

For more details about this research, please contact:

Mike Maynard Managing Director Napier Partnership Limited Donnington Park Birdham Road Chichester W. Sussex PO20 7DU

Mike@Napier.co.uk

www.Napier.co.uk

+44 (0)1243 531123

Limited Donnington Park Birdham Road Chichester W. Sussex PO20 7DU Mike@Napier.co.uk www.Napier.co.uk +44 (0)1243 531123
Appendix – Questions 1. Which of the following sources are most helpful to you in

Appendix Questions

1. Which of the following sources are most helpful to you in gaining knowledge

of products and availability? (Tick all that apply) Internet search engines

Email news letters Online advertisements Print based advertisements Product articles in magazines Industry news and events Suppliers websites Email Other (please specify)

4. Do you use online communities such as chat rooms, bulletin boards,

company e-newsletters? Yes No

5. How often do you look for new ways to find products?

I'm always trying to look for new products Only when I need to source products for a design Only when the products I know about can't do the job

Other reasons (please specify)

6. What do you think is the most effective advertising print or online?

2.

Which of the following media are most helpful to you in gaining knowledge of

Print advertising

new products? (Tick all that apply) Word of mouth

Online advertising

Magazines

7.

Why?

Text Books Internet

(open question)

Your own personal existing knowledge Other (please specify)

8.

products? Internet search engines

If you could only choose one, which source would you use when finding

Direct email from suppliers

3.

Excluding email, how do you use the Internet to help you in your job

Email news letters

purposes? (Tick all that apply) Download software/upgrades Locating suppliers Visiting suppliers websites for service and support Sourcing technical information Looking for and/or purchasing products Industry news and updates

Online advertisements Print based advertisements Industry news events Suppliers websites

Other

Appendix – Questions (continued) 9. What influences you to visit a supplier's website? (tick all

Appendix Questions (continued)

9. What influences you to visit a supplier's website? (tick all that apply) Search engines Print ads Online ads Links from email newsletter Articles in engineering articles Blogs Podcasts Other (please specify)

10. Have you taken any action in the past 6 months as a result of seeing an

advertisement?

Yes

No

11. Are there companies that you always check when trying to source new parts? Yes No

12. Are there any suppliers that you always try to use?

Yes

No

when trying to source new parts? • Yes • No 12. Are there any suppliers that