Online Information Sources Replace Traditional Media

Analysis revealed today indicated that 67 per cent of IT decision makers would rather keep IT news web sites over IT print titles if they were forced to choose between one or the other, according to a survey conducted by MORI Technology.

The survey which was commissioned by the publishers of silicon.com, Silicon Media Group, revealed that 60 per cent of IT decision makers ranked online media as their main source for obtaining critical information and keeping up-to-date with the latest IT issues, compared to only 32 per cent for print titles. Crucially IT websites were seen as an ongoing source of information throughout the working day, while print titles were read most in free time breaks.

Another key finding revealed that email has overtaken the telephone as the most important medium for business communication and is now considered nine times more important than it was five years ago.

Other important findings from the survey:

• 79 per cent of respondents found the web useful in decision-making
• 57 per cent of IT decision makers turn to IT news web sites first for breaking news stories such as new virus alerts or security issues
• 25 per cent of respondents normally look at IT news sites in the morning compared to only 15 per cent for print titles

Chris Histed, UK Country General Manager at silicon.com commented: "The survey reveals conclusive evidence into the behaviour of IT decision makers' media consumption habits. For example, web sites are considered part of a working day while IT magazines are read during free-time. Interestingly, the survey reveals that the majority of IT decision makers value IT news web sites for their speed, access and relevance but also see them as credible news breaking sources. Now that more information is readily available, IT decision makers are heavily reliant on the web to keep up with fast changing industry issues."

Nick Perrott, Head of MORI Technology, who was responsible for overseeing the survey: "The message for advertisers is clear: if you want to attract the attention of IT decision makers then you need to be where they are - online. As its here you can capture their attention at a time when they're in the right frame of mind to make decisions or spend money."

Technical details

About the survey

• MORI Technology conducted a survey into IT information sources on behalf of online news site, silicon.com
• MORI Technology completed a total of 200 telephone interviews in Great Britain using the following screening criteria:
  • IT decision makers
  • Companies with 200 + employees
  • Broad coverage by industry type
• The fieldwork was conducted 14-18 August 2001