Who’s Reading and Buying from B2B Media?

6 Stats You and Your Advertisers Need to Know

Last year, we hired RKI (Research + Knowledge = Insight) to get the pulse of Canada’s B2B buyer. The resulting study, Business Media and B2B Buyers, fills a gap in B2B audience data with information on buying power, brand credibility and the role of B2B magazines in the patch-to-purchase that was previously unavailable in Canada.

Here are 6 key findings from the study in a shareable infographic prepared by Annex Business Media that’s a perfect fit for your media kit or your next conversation with advertisers or your team!

B2B Buyers and their Media: 1. Regardless of age group, social media plays a relatively small role when B2B buyers are looking for industry best practices. 2. How do B2B buyers consume business media? 29% read print only, 34% read digital only, and 37% read both. 3. The print-only reader segment is different. They are 49% more likely than digital-only readers to be a sole decision maker.

1. Regardless of age group, social media plays a relatively small role when B2B buyers are looking for industry best practices.

While 73% of 35 to 44 year-olds chose their B2B media brands as a top source, and 64% chose colleagues, just 10% chose Facebook and 8% Twitter. Even LinkedIn was mentioned by just 24% of respondents as a source.

2. How do B2B buyers consume business media? 29% read print only, 34% read digital only, and 37% read both.

And age is not a factor. The second heaviest print-only segment is 25 to 24 year-olds.

3. The print-only reader segment is different. They are 49% more likely than digital-only readers to be a sole decision maker.

The segment also contains 68% more senior managers.

B2B Buyers and their Media: 4. Who's buying? 88% of B2B media readers are involved in purchase decisions. 5. What role does B2B media play? 95% of readers rate their business media brand as a "trusted voice in the industry." 6. Branding matters. 75% of B2B media readers rate brand recognition as a key factor in choosing a supplier.

4. Who’s buying? 88% of B2B media readers are involved in purchase decisions.

55% of major B2B buys involve 3 to 10 people. 55% of millennials are involved in major buys. And 73% of B2B media readers say their company is a leader in using new technology.

5. What role does B2B media play? 95% of readers rate their business media brand as a “trusted voice in the industry.”

And 86% say they are more likely to investigate a product or service if they read about it or see it advertised in a B2B media brand.

6. Branding matters. 75% of B2B media readers rate brand recognition as a key factor in choosing a supplier.

63% would either not do business with an unknown brand, or would need a discount or proof from a colleague. 83% are interested in who their company buys from.

Download the infographic.

Interested in learning more about the B2B media ecosystem in Canada, and connecting with business media professionals from across the country? The 2019 Business Media Leadership Summit is coming up February 5–6 at the Kingbridge Conference Centre in King City, ON.

The Summit is the only such event of its kind in North America, attracting senior business and special interest media executives with a tailored agenda designed to keep you on top of the many challenges and changes in B2B media. It’s forward-looking and an unparalleled opportunity to network. Registration closes January 18. Don’t miss out—register today!


Magazines Canada members can read and download the Business Media and B2B Buyers study by logging in to the Magazines Canada website at magazinescanada.ca/pdf/business-media-and-b2b-buyers-study. (If you are a Magazines Canada member, but don’t have a login, contact Member Services and Events Coordinator Kiley Pole at kpole@magazinescanada.ca to gain access.)

The Business Media and B2B Buyers study was commissioned by Magazines Canada and conducted by RKI (Research + Knowledge = Insight). Business media readers were surveyed from January to March 2018. Information was obtained from 6,753 print, digital and enews subscribers of over 70 B2B magazines.

This research was made possible with the support of Ontario Creates.

Ontario Creates / Ontario Créatif

For more information:

Evan Dickson
Director, Member Services and Development
Magazines Canada
edickson@magazinescanada.ca

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