The research looked at factors like:
- time executives spent with B2B media sources.
- how engaged/involved executives are with each type of media.
- what sources of information they rely on when researching or buying products or services.
- how they use each of those information sources.
- 41% of the respondents named B2B magazines as the information source they rely on to do their jobs. That put B2B ahead of general business media.
- Executives are more engaged by B2B media than with general business magazines, television or newspapers.
- On average, executives read four B2B magazines and visit seven B2B web sites each month. (Those results are about the same as the results from a 2001 ABM study.)
- They spend slightly more time with B2B web sites (about 2 and a half hours per week) than with B2B magazines (2 hours per week).