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Podcasts Impact BtoB Technology Marketplace

Podcasts have become a popular medium for spreading WOM, with usage among BtoB technology buyers both significant and growing. That's the key finding of new research from KnowledgeStorm and Universal McCann.

Among the key findings:

* 65% of respondents listened to podcasts for both personal and business interests.

* 72% downloaded or listened to podcasts on technology topics on more than one occasion. 23% did so "frequently."

* Nearly 60% reported that information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts.

* 55% would be more likely to consume white papers and analyst reports if they were delivered as podcasts.

* 27% reported podcast content already influenced work-related purchase decisions.

Learn more

Posted by WOMMA Editor on July 26, 2006 4:59 PM

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