"Tech decision makers give user-generated sites equal importance to traditional media sources when considering tech purchases, according to a new study by Hill &; Knowlton.

The “Tech Decision Maker” study found that decision makers consider their personal experience (58%) first when short-listing tech vendors, followed by word-of-mouth and industry analyst reports, tied at 51%.

But a nearly equal number of respondents cited user-generated media (28%) and traditional media (27%) as most influential in purchasing decisions. Advertising (17%) and direct marketing (21%) were listed as the least important information sources when short-listing vendors. "

Source: PrWeek
Social Media Monitoring Social Media Monitoring Australia