Influencing the Influencers: Understanding IDG’s Connected B2C Audience
By: Foundry | 9/30/2019
Effective B2C marketing is a roadmap of reaching the right audience with the right message in the right place at the right time. For many brands, navigating this road to actively engage target audiences is a challenge. Why? Because as buyers rely on product reviews and 3rd party feedback before making a purchase, marketers may need assistance in bridging the gap with promotions to bolster their content. Fortunately, we were able to assemble a portrait of IDG’s B2C audience of passionate and influential tech enthusiasts who rely on technology to power their lifestyle. With this information, tech marketers like you can equip themselves to find the right path to engage these connected buyers.
In any B2C landscape, reaching influencers within your target audience is critical, and the tech community is no exception. Luckily, over 12 million tech buyers rely on IDG’s editorial brands like Macworld, PCWorld and TechHive, to stay in the know. Ninety-one percent of these users take an action as a result of visiting an IDG B2C site and 47% visit the sites one or more times per week. Let’s learn a bit more about these connected tech enthusiasts who make tech purchases and influence their friends and family.
Who Exactly is the Empowered Enthusiast?
Consumer spending is on the rise, with IDC forecasting spending on B2C technology will reach $1.32 trillion in 2019. With an average annual household income of $104k, our visitors have serious purchasing power. In fact, over half (53%) of tech enthusiasts polled are willing to pay more for cutting edge tech products. Many of those same users are in the market to buy at-home tech products within the next 12 months. For tech vendors, understanding what products influencers are investigating and talking about can help tailor messaging to get their attention. While interest in at-home products is varied, overall trends still stand out, showing that computers and computer accessories are the most sought-after products across the board, with 65% of IDG B2C site users seeking to buy computer accessories and 63% hoping to buy a computer in the next 12 months.
What’s important to note is that these visitors not only use IDG’s B2C sites to inform their own purchasing decisions, but they use their insight and passion to influence others. Sixty-four percent of influencers are sought after for advice and recommendations when it comes to tech purchase decisions. Further, 31% of B2C visitors report that they influence more than 5 people every time a technology purchase decision is made, meaning that their reach is expansive and that they are an invaluable asset for sellers to impress.
Building Trust Through Content
IDG’s editors are committed to staying up-to-date on the latest in tech and sharing unbiased insights to help influence purchases. Enthusiasts are drawn to IDG’s B2C brands as a resource for a variety of purposes, such as product reviews, that users can trust as an honest assessment. In fact, 76% of users read IDG B2C brand sites for the latest in technology news and reviews. Over time, this relationship between brand and user fosters a sense of loyalty that keeps readers coming back.
It’s become clear that these audiences do more than passively browse B2C sites; they take action and regularly indicate a passion to learn. Nearly 4 out of 5 (77%) of our B2C visitors indicate that they like to consume a high amount of editorial, professional and/or personal information before making a purchasing decision. Additionally, over two-thirds (67%) of users have read an article as a result of visiting one of our B2C sites and 33% have moved on to purchase a product or service.
Tech marketers should understand that, in a world where consumers feel empowered in their decision-making and have more buying options than ever before, creating standout promotions for engagement is pivotal. Where and when marketers promote their product is also important; consider strategic placement where site visitors are reading reviews, next to a related article, or even in banner advertisements. Fortunately, IDG brands remain a top resource that can help bridge the gap to connect buyers and sellers.
View our infographic to learn more about IDG’s passionate and influential B2C audience.
Source: IDG 2019 B2C Audience Profile Research