2011 channel consumption_survey_v3_short
DESCRIPTION
UBM Channel consumption surveyTRANSCRIPT
2012 Channel Information Consumption Study
2
Information Overload is Rampant in the Channel
Social
Media
Vendor emails
Industry Websites
Partner
Portals
Vendor Websites
But it’s Not About Volume…It’s about Valueov
erlo
aded Avg. professional is
exposed to
messages every 24 hours
2,311
overcommitted
Many SPs belong to
more than
partner programs
10 overwhelm
ed
Too many choices and options,
and conflicting messages,
products, services have created
ALL NOISE, ALL THE TIME!
4
Value + Credibility Drives Engagement
High Credibility
Hig
h V
alu
e
High Value & High Credibility
Value & Credibility – Top 3 Box Ratings
Vendor Websites
IT Industry Websites
Vendor Partner Portals
Industry Webinars
Channel Industry Websites
Vendor Webinars
Channel Industry
PublicationsIndustry Events
VendorPartner
Conferences
VendorWebsites
VendorWebinars
VendorPartnerPortals
VendorPartner
Conferences
ChannelIndustryWebsites
DistributionEvents
Emailsfrom
Vendors
IndustryVirtualEvents
IndustryWebinars
ChannelIndustry
Publications
IT IndustryWebsites
IndustryEvents
Industry
Vendor
Websites
Events
Online Events
Publications
Emails
UBM Channel Media Usage is Pervasive
98% Engaging with UBM Channel Media
74%Power Users of CRN or crn.com
North American SP Population
190,000Total Solution Provider Organizations
UBM ChannelBase
170,000Solution Provider Organizations
Of the 98% Engaging with UBM Channel Media…
57% read CRN and use crn.com
63% of those engaged with
UBM Channel Media read CRN
85% of those engaged with UBM Channel Media use crn.com
Use CRN.com
Read CRN
Both
Online and Print Provide a 1-2 Punch
also read CRN also use crn.com66%
CRN.com Users CRN Readers
89%
8
CRN.com tops the list of IT sites visited
crn.com
informationweek.com
infoworld.com
computerworld.com
techcrunch.com
networkworld.com
cio.com
techtarget.com
None of the above
thevarguy.com
mspmentor.net
channelprosmb.com
rcpmag.com
verticalsystemreseller.com
itchannelplanet.com
Other
62.1%
52.1%
37.7%
32.9%
26.1%
25.1%
21.6%
16.7%
10.4%
8.2%
8.1%
6.7%
6.1%
6.0%
5.0%
4.3%
42% Are Regular Users
of CRN.com(access crn.com at least weekly)
9
CRN Magazine also Most Widely Read Tech Pub
Executive management
and sales and marketing
management list channel
publications as the most credible
of all information sources
36.3%
34.8%
18.9%
28.7%
61.0%
18.6%16.2%
11.9%
Other
4.8%
77.7%
10
Portability Still Drives Print Usage
Can take print versions where I may not be able to take/see electronic versions
47.9%
Get tired of looking at computer screen all day
44.2%
I like holding a print publication
40.8%
Allows me to focus on an article without distraction/single tasking
38.9%
Other
6.1%
More credibility compared to the vast amounts of content out there on the web
13.5%
I can clip what I need (articles/advertisements)
22.7%
Able to read more in-depth/longer stories
29.7%
11
CRN Engagement is High in the Channel
Less than ½ hour
44.3%
½ - 1 hour
41.0%
1 – 2 hours
13.2%
2 – 3 hours
2.2%3+ hours
1.2%
64% Of Respondents Are CRN Subscribers Or Readers
How much time do you spend with each issue of the print edition of CRN?
Yes, I read every issue
44.3%
I look at it occasionally
31.5%
I read a colleague's issue regularly
4.0%
Colleagues circulate articles/ads of interest to me
3.5%
I am not at all familiar with CRN
3.1%
Do you read the print edition of CRN?
12
Engagement with UBM Channel Media
engagement
13
Nearly 87% Regularly Take Action from Ads on crn.com
Go to the company’s website for more information
Research the company or product
advertised using google.com/other
search engine
Click on the ad Save the URL so that I can access the
company website at another time
Investigate this company’s partner program Forward information
about this company/product to
a colleague Call my distributor about the company and or product advertised Call the company
Send an email about this company and or product advertised
None of the above
Would you take
any of the
following actions
as a result of
seeing a banner
ad on crn.com?
55.6%38.9%
35.9%
29.9%
28.2%22.6%
15.7%14.2%
13.2% 13.5%
14
You Can’t Click on a Magazine…But CRN Delivers Results
52.2%
49.6%
39.3%
14.2%
5.4%
I have typed in a specific URL from a print advertisement
I have not gone online for any reason as a result of reading an industry publication and/or trade magazine
I have not gone to a specific URL that I saw in a publication, but I have conducted a search to get what I needed
I have typed in a specific URL from a magazines editorial content
I have registered for something I saw in the publication
15
All UBM Channel Media Products Drive ROI
Rated 5, 6, or 7Rated on a scale from 1-7 where 1= Not at all likely and 7 = Extremely likely
83.4%
82.1%
79.4%78.9%
75.6%
CR
N v
irtua
l eve
nt
CR
N D
aily
or
othe
r C
RN
new
slet
ters
CR
NW
ebin
ars
CR
N (
prin
t ed
ition
)
crn.
com
Likelihood To Recommend A Technology/Brand
Likelihood To Investigate A New Relationship With A Vendor
85.0%
83.8%
79.7%
81.0%
76.9%
CR
N v
irtua
l eve
nt
CR
N D
aily
or
othe
r C
RN
new
slet
ters
CR
NW
ebin
ars
CR
N (
prin
t ed
ition
)
crn.
com
16
Online Branding vs. Direct Response
Branding vs. Direct Response
17
Online Branding – It’s Not Just About the Clicks
“Brand marketers recognize that their messages
need to be where their consumers are spending
time—and that is increasingly in digital media.
Digital marketing has delivered the kind of
results that have made more marketers stand
up and take notice.”
— Randall Rothenberg, President and CEO, IAB
US Online Ad Spending, By Objective 2010 – 2015Billions
18
2010 2011 2012 2013 2014 2015
$9.91 $12.33 $14.82 $17.06 $19.66 $21.99
$16.14
$19.97$21.98
$24.14$25.84
$27.51
Branding
Direct Response
$26.04
$31.30$36.80
$41.20$45.50
$49.50
Source: eMarketer, June 2011
In 2011, nearly
of online advertising was devoted
to branding.
Online branding will grow
more rapidly than direct response
to reach by 2015.
40%
45%
64% of marketers plan to increase their online brand
advertising budgets this year, with 22% saying they will increase spending by more than 20%. In contrast, 56% plan to increase their online direct response advertising budgets.Source: Digiday 2012 Industry Forecast
19
The odds are…
You are 2.13
times more likely to get a
full house in poker than you
are to click on a banner ad.*
*Source: Solve Media
20
You are 31.25
times more likely to win a prize
in Mega Millions than you are
to click on a banner ad.*
The odds are…
*Source: Solve Media
21
You are 40.17
times more likely to birth
twins than you are to click
on a banner ad.*
The odds are…
*Source: Solve Media
22
The odds are…
You are 87.8
times more likely to apply to
Harvard and get accepted than
you are to click on a banner ad.*
*Source: Solve Media
23
The odds are…
You are 111.4times more likely to watch
American Idol than you are
to click on a banner ad.*
*Source: Solve Media
24
The odds are…
It is 120.20times more likely that the MLB
World Series will end in a walk-off
home run than it is you will click
on a banner ad.*
*Source: Solve Media
25
CRN.com’s Click Thru Rates are Above Industry Average, But…
Likelihood To Click On A Display Ad On CRN.Com
Somewhat Likely
47.0%
Not at all LIkely
35.7%Likely
17.3%
I am already familiar with that technology supplier
I am already a partner of that technology supplier
I have already investigated working with that technology supplier
Other
Not currently selling/not involved with that technology and no desire to sell/become involved
21.4%
10.3%
13.9%
45.2%
29.8%
Reasons Why Unlikely To Click On A Display Ad On CRN.com
26
Virtual Events
27
65% Of SPs Have Attended A Virtual Event In The Past 6 Months
Type Of Virtual Events Attended In The Past 6 Months
Both
43%
Technology supplier event
25%
Industry event
32%
28
Nearly 7 In 10 SPs Find Both Industry & Technology Supplier Virtual Events Useful
Usefulness Of Attending Industry Virtual Events
Usefulness Of Attending Technology Supplier Virtual Events
3
7.0%
2
7.0%
1 – Not at all useful
3.2%
5
32.7%
4
16.6%
7 – Extremely Useful
14.6%
6
19.0%
1 – Not at all useful
1.3%2
5.8%3
7.4%
4
19.3%
5
30.5%
6
19.0%
7 – Extremely Useful
16.7%
29
Visitor Value Driven by Virtual Events
Opportunity to learn about new technologies
Opportunity to visit multiple vendors without leaving my desk
Opportunity to gain insight into the market direction
Opportunity to find/investigate new business opportunities
Opportunity to have online discussions with multiple vendors without leaving my desk
Opportunity to network with other solution providers
48.4%
41.0%
37.0%
34.0%
29.8%
21.4%
Top 2 Box Rating
Rated on a scale from 1-7 where 1= Not At All Valuable and 7 = Extremely Valuable
30
Social Media
31
LinkedIn Leads Social Media Platforms In Professional Usage
Plaxo
Google+
Foursquare
56.2%
11.3%
7.7%
6.7%
5.8%
4.0%
3.5%
5.4%
19.1%
3.8%
20.9%
43.1%
8.1%
3.0%
23.7%
20.6%
6.7%
19.7%
31.6%
5.8%
3.4%
14.8%
48.9%
81.8%
52.8%
19.4%
82.1%
90.1%
Professional
Personal Personal and Professional
Neither/ Do Not Use
Transformative partners are nearly twice as likely to utilize social media on a regular basis than Vintage partners, and about 33% more likely than progressive partners.