The Google/TechTarget

Behavioral Research Project: Phase 2

Search Behavior of IT Buyers Online
During the Purchase Process
Gain Insights to Make Smarter Media and Content Choices

For more research, insight and video presentations visit, www.TechTarget.com/ForMarketers

The Google/TechTarget
Behavioral Research Project: Phase 2
Search Behavior of IT Buyers Online
During the Purchase Process
Gain Insights to Make Smarter Media and Content Choices

Table of Contents
Executive Summary and Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Study Objectives, Methodology and Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Research Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Keyword Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Search Queries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Keywords Used by Buying Stage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Keywords Used by Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Keywords and Content Type Mapping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Click Preference by Buying Stage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Interaction with Search Results Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Click Map . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Content Listings Clicked . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Registration/Demand Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

About TechTarget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

About Google . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

The Google/TechTarget Behavioral Research Project: Phase 2

Google Behavioral Research Study Summary

This study is a continuation of the 2008 Google/TechTarget Research Project.

In 2008 our main intent was to map our IT Research Panel’s search habits as they
related to specific keyword phrases across buying stages. In that study we relied on
a question and answer format. The study revealed that indeed IT buyers associate
specific keyword queries based with where they are in their buying cycle.

In this 2009 study, we partnered with global research provider OTX to track IT buyer
behavior. Our goal here was to see if, when presented with actual SERP(search engine
rendered pages), the IT buyers specific search behavior, as indicated by what they
actually did on these pages, would deviate from the first study.

In effect we tracked the differences between what buyers said they would do versus
what they actually did when presented with simulated search environments.

Based on the behavioral study responses it becomes obvious that the users’ actual
behavior closely resembles findings from the first study. However there were some
notable differences, especially between the three roles; CIOs, directors and administrators.
• CIOs in this study used keyword queries around “solution” more in early stage as compared
to other titles and had the tendency to dig deeper with search results (more pages) than
their team counterparts.

• Interestingly enough, when it comes to registration willingness, CIOs are more

receptive to providing telephone numbers than their counterparts.

• In general the respondents did associate the same keywords with the same stages as
indicated in our 2008 study. The only apparent difference had to do with the query word
“comparison” being searched on more in consideration stage than the last study indicated
where it came up predominantly in decision stage.

• Content types clearly influence search choices, second to title and topics.

• Click maps reveal significantly more users skim the entire search page for results
as compared to the last study.

• Analysis of what type of content listings appeal to users based on stage, reinforces that
awareness content is of most appeal in early stage and same with consideration type
content for mid stage, but deviation occurs in end stage where consideration and decision
type content are equally searched.

The Google/TechTarget Behavioral Research Project: Phase 2 Page 1 of 13

Behavioral Study Objectives
• Refresh the 2008 search study and look for year-to-year trends among IT buyers

• Re-examine relationship of search usage to buying stage

• Identify distinctions between self-reported and behavioral methodology

• Look for noteworthy differences by role and region

• Provide fresh insights to marketers for search, lead generation and branding

Methodology
• Online survey fielded September 2009

• Online behavioral research done by independent marketing research firm OTX

• Search scenarios within the buying cycle

• Search terms captured

• Search engine result page behaviors captured

• Additional self-reported responses

• Opportunity for contrast with 2008 study

Demographics
• 750+ Respondents

• US (54%)

• UK (46%)

• Opt-In IT Research Panel

• Mix of job titles

• CIO’s (17%)

• IT Directors (36%)

• IT Administrators (46%)

• Wide range of company sizes and budgets

The Google/TechTarget Behavioral Research Project: Phase 2 Page 2 of 13

Keyword Analysis

Users were given specific scenarios pertaining to

researching an IT security issue. Each scenario was
mapped to a stage of the IT purchase process. All
keyword phrases were then recorded and analyzed.

The Google/TechTarget Behavioral Research Project: Phase 2 Page 3 of 13

 The search queries were then clustered into four groups: Brand, Issue/Opportunity,
Solution, or Comparison

Cisco troubleshoot

“Vendor X” IBM prevent issue

Issue/
“Solution A” Brand CA optimize resolve
Opportunity

HP EMC improve risks

Microsoft upgrade

solution compare

appliance provider benchmarks versus

software Solution service pros and cons Comparison vs.

device supplier test comparison

tool review

The Google/TechTarget Behavioral Research Project: Phase 2 Page 4 of 13

Keywords Used by Buying Stage

2009
Issue/opportunity phrases were used more in the awareness phase, and were used less frequently
towards the later stages. Brand and comparison/review phrases were used more towards the
decision phase of the IT buying process. Whereas solution phrases were used more during the
consideration phase.

Awareness phase Consideration phase Decision phase

60%

50%

issue/opportunity
40%

brand
30%
comparison/review

20%
solution

10%

0%
Early Mid Late

2009 vs. 2008

Some of the major shifts in search patterns from 2008 to 2009 were that there was a greater
frequency of brand and issue/opportunity search phases during the awareness stage. There was
also a higher usage of solution and comparison/review phrases during the consideration stage
than in our 2008 study.

Awareness phase Consideration phase Decision phase

60%
2009:
2008:
50%

issue/opportunity
40%

brand
30%
comparison/review

20%
solution

10%

0%
Early Mid Late

The Google/TechTarget Behavioral Research Project: Phase 2 Page 5 of 13

 Keywords Used by Title

To get a further understanding we took a deeper look at the keyword usage

based on title and stage.

• During the awareness stage, CIOs use more solution phrases than
directors or administrators

• However, during the decision stage, administrators are more likely

to use brand phrases than are CIOs or directors

Awareness phase Consideration phase Decision phase

50%

40%
CIO

30% Director

Administrator
20%

10%

0%
ty

ty

ty

on

n
an

an

an
iso

tio

iso

tio

tio
ni

ni

ni

ris
tu

tu

tu
Br

Br

Br
lu

lu

lu
r

r
pa

pa

pa
or

or

or
So

So

So
m

m
pp

pp

pp
Co

Co

Co
O

O
e/

e/

e/
su

su

su
Is

Is

Is

The Google/TechTarget Behavioral Research Project: Phase 2 Page 6 of 13

 Mapping of keywords and content types to the IT purchase process.

Searching for specific brands across all stages seems to be generally more prevalent in this study

Awareness phase Consideration phase Decision phase

Issue/Opportunity

Keywords Solution

Comparison

Brand
Online communities
Search engines
eBooks
Email newsletters
Editorial articles
White papers
Content Types Podcasts
Case studies
Online videos
Webcasts
Virtual trade shows
Product literature
Trial software
Online vendor demos

The Google/TechTarget Behavioral Research Project: Phase 2 Page 7 of 13

Click Preference by Buying Stage

Title and Topic are the most critical to click-throughs in all phases of the buying cycle.
Content type is a clear 2nd in importance, which is a major change from 2008 study where
there was no content type preferences. A vendor preference is most notable during the decision
stage, but very limited during awareness.

Awareness Consideration Decision

69%
Title/Topic 67%
66%

56%
Content type 66%
49%

29%
Familiar with source/URL 34%
35%

18%
Proven industry expert 27%
34%

9%
Vendor preference 28%
40%

The Google/TechTarget Behavioral Research Project: Phase 2 Page 8 of 13

 Interaction with Search Results Pages

2008 Results
• >80% of users skim the results
page before clicking
• 38% click on search advertising

2009 Results
• Click maps show that >80%
of users skim entire search
results page
• 33% click on search advertising

The Google/TechTarget Behavioral Research Project: Phase 2 Page 9 of 13

Click Map: Searches on Endpoint Security Issues

Behavior indicates the vast majority of users click on Page 1 of search results. Clearly users
are finding valuable content on Page 1 and only exploring more search result pages as needed.

According to click-map observations, top organic rankings do not equate with the top click
rates. Titles and content summaries clearly influence which listings are clicked. Click distribution
is even more pronounced for consideration and decision stages searches.

>30%

21–30%

11–20%

1–10%

The Google/TechTarget Behavioral Research Project: Phase 2 Page 10 of 13

Types of Content Listings Clicked

These 3 graphs validate that as logic would have it all titles are predominantly looking for
content that parallels the stage they are in (awareness and consideration) but in decision phase
there is more ambiguity as results reflect both consideration and decision stage listings.

Awareness Phase
79%
Awareness 80%
78%

68%
Consideration 64% CIO’s
58%
Directors
44%
Decision 48% Administrators
39%

Consideration Phase
40%
Awareness 30%
30%

86%
Consideration 88%
87%

53%
Decision 57%
51%

Decision Phase
45%
Awareness 35%
39%

61%
Consideration 66%
58%

71%
Decision 73%
66%

The Google/TechTarget Behavioral Research Project: Phase 2 Page 11 of 13

Registration/Demand Generation

CIOs and directors are more willing to provide email addresses and phone numbers,
and CIOs are most willing to provide accurate information overall. UK CIOs and
directors are significantly more willing to provide phone numbers in comparison
to their US counterparts.

Almost 50% of users withhold accurate information because they are doing early
stage research and aren’t ready to be contacted. 84% are concerned about unwanted
phone calls.

How likely is their information accurate?

2008 2009

Email address 81% 66%

First name 79% 63%

Last name 73% 57%

Company name 66% 57%

Job title 62% 65%

Company size 39% 56%

Purchase influence (budget, area of influence) 32% 49%

Telephone number 27% 21%

Readiness to buy or time horizon to purchase 23% 36%

• CIO’s were 37% more willing to provide phone numbers than administrators

• Directors were 16% more willing to provide phone numbers than administrators

• CIO’s were 17% more willing to provide email addresses than administrators

• Directors were 13% more willing to provide email addresses than administrators

The Google/TechTarget Behavioral Research Project: Phase 2 Page 12 of 13

About TechTarget
TechTarget, a leading online technology media company, gives technology providers ROI-focused
marketing programs to generate leads, shorten sales cycles, and grow revenues. With its network
of more than 60 technology-specific websites and more than 7.5 million registered members,
TechTarget is a primary Web destination for technology professionals researching products to
purchase. The company is also a leading provider of independent, peer and vendor content, a
leading distributor of white papers, and a leading producer of webcasts, podcasts, videos and virtual
trade shows for the technology market. Its websites are complemented by numerous invitation-only
events. TechTarget provides proven lead generation and branding programs to top advertisers
including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.

About Google
Google’s mission is to organize the world’s information and make it universally accessible and
useful. Google operates what is widely recognized as the world’s largest search engine, and also
provides a variety of useful business services. Google designed its AdWords™ service to help
businesses and organizations efficiently reach a qualified audience on Google and its network
of partner websites. Hundreds of thousands of businesses worldwide use AdWords to acquire
customers, launch products, and achieve their brand goals using targeted text, image, and rich media
ads priced on a cost-per-click (CPC) or cost-per-impression (CPM) basis. With its controls, reporting,
and auction-based bidding system, AdWords is designed for marketers who value flexibility and
measurable, efficient results. More information about AdWords is available online at
http://adwords.google.com

For more questions or information about this study contact:

Marilou Barsam
TechTarget
117 Kendrick Street
Needham, MA 02494
mbarsam@TechTarget.com
www.TechTarget.com

781•657•1525

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The Google/TechTarget Behavioral Research Project: Phase 2 Page 13 of 13