Used by 97% of business decision makers – effective medium for advertisers – digital delivery mechanisms popular
In a new study commissioned by the Association of Online Publishers (AOP) and conducted by IPSOS, a leading research company, business websites emerged as a highly valued and indispensable source of information. The survey, conducted with a nationally representative sample of business decision makers, revealed:
- B2B websites are ubiquitous among business decision makers, 97% stated that this is the media most used for work
- 60% ranked business websites as an essential source of information in their work
- 60% consider business websites as providing information that they couldn’t get elsewhere
B2B websites are the first port of call when:
- Researching/informing business decisions - 56%
- Researching/informing purchase decisions - 55%
- Gathering sector news - 54%
With 51% choosing B2B websites as a preferred source of business information, B2B websites are also favoured over two and a half times more than TV, Radio, Magazines and Newspapers sources combined.
B2B sites are also shown to provide a highly effective medium for advertisers:
- 43% are more likely to respond to advertising on a business website than advertising in other media
- 53% of users are more likely to have confidence in, or do business with, a company, if it advertises on a business site they know
- 74% trust a website more if it comes from a source that they know already - eg. business publication or industry body
The survey further revealed that 82% of all business decision makers use at least one B2B digital delivery mechanism for work, rising to 91% among regular B2B websites users. Email alerts/newsletters are the most popular (51%) followed by platforms which provide feedback: peer reviews, blogs and forums; but other systems such as RSS feeds, online seminars, podcast, vodcast and video streaming are gaining momentum. A core minority of respondents are currently using five or more of these delivery mechanisms; and overall 39%, of those surveyed, expect to increase their use of digital delivery mechanisms in the next 12 months.
Of those using 5 or more digital delivery mechanisms (70%) found that B2B websites offer more engaging content and advertising than other business information sources and considered them to:
- Offer instant access to information - 79%
- Save time - 77%
- Offer innovative ways to access information - 74%
- Allow business decision makers to interact with peers more efficiently - 69%
Duncan Tickell, outgoing Chairman of the B2B Group comments, “This research confirms that B2B websites are leading the way in digital innovation. B2B digital brands are seen as the most important source of essential business information and more importantly are a trusted source for information, editorial and advertising alike.”
Liz Somerville, Acting Director of AOP adds, “This is an important snapshot of the business community and their use of B2B websites, and further supports the insights gathered in the AOP Census 2008 which showed that our members are increasing their investment in content delivery methods including IPTV, mobile, vodcast, podcast and RSS feeds.”
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Further information from:
Lorette Nettar, PR for AOP : 07968 521 684 / firstname.lastname@example.org
The UK Association of Online Publishers (AOP) is the industry body representing online publishing companies that create original, branded, quality content. AOP champions the interests of companies from newspaper and magazine publishing, TV and radio broadcasting, and pure online media.
The AOP raises awareness, lobbies and addresses concerns relating to all areas of online publishing to industry and Government; covering topics such as paid-for-content, online subscription models, data protection, copyright, content management, new technologies and audience measurement. AOP publishes original research including the annual Census now in its sixth year. It also hosts forums, conferences and events, where members can debate issues, meet peers and network.
AOP Members include AN Digital, Bauer Consumer Media, BBC, BBC News Interactive, BBC Worldwide, BSkyB, Centaur Media Plc, Channel 4 New Media, CMP Information, CNET Networks UK, Dennis Publishing, Financial Times, Future, GCap Media, Guardian Media Group plc, Guardian News & Media, Haymarket Media Group, Hearst Digital, Incisive Media, Incisive Media Ltd, Independent New Ventures, IPC Media, ITV, News International Ltd, PPA, Reed Business Information, Reuters Group, Telegraph Media Group Ltd, The Condé Nast Publications (UK), The Economist Group, Trinity Mirror, TSL Education, Which? In addition, PPAi (PPA Interactive) retains a corporate seat on the AOP board: representing the interests of magazine publishers online. www.ukaop.org.uk
About Ipsos MORI
Ipsos MORI, part of the Ipsos Group, is a leading research company with global reach. It is consistently engaged in a variety of complex and high profile projects in nearly every major industry and work with the world's leading businesses, governments and institutions. In 2006, it was the first agency in the world to be accredited to the new ISO 20252 international quality standard for market research.
Ipsos MORI has an unparalleled depth of technical and industry expertise, as well as breadth of international reach. It offers a full range of established and innovative qualitative and quantitative research services and consultancy. It specialises in researching Advertising (brand equity and communications); Loyalty (customer and employee relationship management); Marketing (consumer, retail & shopper, and healthcare); MediaCT (media, content and technology research); and Public Affairs (social & political issues and the Reputation Centre).
Methodology for the AOP B2B Survey 2008
An online self-completion survey was conducted across a sample size of 751 respondents from 9-19 May 2008. The sample definition of Business Decision Makers in the UK were defined as ABC1 full time working adults aged 18+ with input in purchasing decision making for the organisation. Data weighted by organisation size and region to be nationally representative of all business decision makers in GB (Source: Ipsos MORI CAPIBUS 2008).