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1、Aviation Market Audience SurveyInformation Needs&PreferencesInformation Classification:General2Table of Contents1Introduction2Respondent Profile3Content Types&Sources Used Most Heavily4Content Perception&Preferences5Purchasing Decision Detail6Industry Events:Preparation&AttendanceSection 1.Introduct
2、ionInformation Classification:General4Methodology,data collection and analysis by Informa Engage on behalf of Aviation Week Network.Data collected August 8 through September 20,2022.Methodology conforms to accepted marketing research methods,practices and procedures.Beginning on August 8,2022,invita
3、tions to participate in an online survey were emailed to active users of Aviation Week Networks flagship brands:ATW,Aviation Week&Space Technology,BC&A,Inside MRO,and Routes.By September 20,2022,Informa Engage had received 839 completed survey responses.OverviewMethodologySection 2.Respondent Profil
4、eInformation Classification:GeneralPrimary Business Type6A wide variety of business types are represented in the sample.7%1%1%1%1%1%1%1%1%2%2%3%5%6%7%61%OtherReal Estate,Rental and LeasingWarehousing&LogisticsAdvertising/Marketing AgencyWholesaler/DistributorNon-ProfitConstructionSoftwareEnergy&Raw
5、MaterialsInformation TechnologyFinance/Banking/InvestmentEducationManufacturingGovernmentConsulting/Professional ServicesAviation/AerospaceQuestion:Which of the following industries best Question:Which of the following industries best reflects your companys primary business?reflects your companys pr
6、imary business?Base:All respondents(n=839)Information Classification:GeneralCompany Size:Number of EmployeesCompany Size&Regional Location7The sample includes companies of all sizes:35%fewer than 100 employees;16%100-999 employees;49%1,000 or more employees.While the sample is global,most respondent
7、s are based in North America(69%).Regional Location26%8%6%9%5%11%7%29%20,000 or more10,000 19,9995,000 9,9991,000 4,999500 999100 49950 99Fewer than 50Question:In which country are you based?Question:In which country are you based?Base:All respondents(n=839).Individual country responses were coded i
8、nto the regions above.Question:How many people are employed by your company,at all locations?Question:How many people are employed by your company,at all locations?Base:All respondents(n=839)69%12%8%6%2%2%NorthAmericaEuropeAsia Pacific South/LatinAmericaMiddle EastAfricaInformation Classification:Ge
9、neralPrimary Job Function&Job Level8A variety of job functions are represented in the sample,most commonly Operations(24%),Engineering(18%),Corporate/Organization Management(17%),and Ownership/Board(15%).A clear majority(70%)hold some degree of managerial responsibility,including 26%with Executive l
10、evel or higher positions.16%10%17%28%27%3%C-Level,OwnerExecutive(President,VP,SVP)DirectorManagerIndividualContributorOtherPrimary Job Function 4%3%3%3%4%5%5%15%17%18%24%OtherFinancePurchasingITMarketingSalesResearch&DevelopmentOwnership/BoardCorporate/Organizational ManagementEngineeringOperationsJ
11、ob LevelQuestion:Which of the following best matches your job level?Question:Which of the following best matches your job level?Base:All respondents(n=839)Question:Which of the following best reflects your primary job function?Question:Which of the following best reflects your primary job function?B
12、ase:All respondents(n=839)26%26%Information Classification:GeneralPurchase Involvement9Most respondents are involved in specifying and/or purchasing for their organizations(81%).19%23%27%28%28%29%34%37%39%None;I am not involved in purchasingAuthorize purchase/make final decisionInfluence decisions/c
13、hampion internal buy-inRecommend and select vendors for purchaseImplementationSet budget and/or strategyDetermine technical requirementsEvaluate products/services/vendorsDetermine the business needsQuestion:Which best describes your type(s)of involvement in Question:Which best describes your type(s)
14、of involvement in specifying and/or purchasing for your organization?(Select all that specifying and/or purchasing for your organization?(Select all that apply.)apply.)Base:All respondents(n=839);multiple answers permitted.81%are involved in specifying or purchasingSection 3.Content Types&Sources Us
15、ed Most HeavilyInformation Classification:GeneralContent Types Used for Researching Solutions 11When researching solutions for their organizations,respondents indicate the heaviest reliance on:Industry news Analyst intelligence/market outlooks Data sheets/specifications/technical articles In-person
16、industry events11%12%13%13%14%14%14%15%16%16%17%18%18%21%24%26%27%27%28%28%28%29%32%33%47%48%50%54%FAQsPodcastsInfographicsHow-to-contenteBooksVideoPhoto galleriesROI calculator/assessment toolsCheat sheets/tips/lists/short contentBlog postsSupplier directoriesOpinion pieces/editorialInterviews/Q&As
17、Researching solutionsIndustry events/trade shows/conferences(hybrid)Industry events/trade shows/conferences(virtual)WebinarsEmail newsletters/direct emailsProduct reviews&testingProduct demosCourses/educational sessions/certificationOriginal/independent researchWhitepapersCase studies/customer testi
18、monialsIndustry events/trade shows/conferences(in-person)Data sheets/specifications/technical articlesAnalyst intelligence/market outlooksIndustry newsQuestion:Which types of content do you rely on most heavily for researching Question:Which types of content do you rely on most heavily for researchi
19、ng solutions?(Select all that apply.)solutions?(Select all that apply.)Base:Purchase involved respondents;multiple answers permitted(n=620)Information Classification:GeneralContent Types Used for Purchasing Decisions12When looking to inform purchasing decisions,respondents indicate the heaviest reli
20、ance on:Data sheets/specifications/technical articles In-person industry events Product demos Product reviews&testing Industry news Analyst intelligence/market outlooks4%5%5%6%7%7%7%7%8%9%12%14%15%15%15%16%18%19%19%20%22%23%28%28%29%31%35%36%InfographicseBooksPodcastsBlog postsFAQsCheat sheets/tips/
21、lists/short contentPhoto galleriesHow-to-contentOpinion pieces/editorialVideoWhitepapersEmail newsletters/direct emailsWebinarsInterviews/Q&AsCourses/educational sessions/certificationSupplier directoriesROI calculator/assessment toolsOriginal/independent researchIndustry events/trade shows/conferen
22、ces(hybrid)Industry events/trade shows/conferences(virtual)Case studies/customer testimonialsBuyers guidesAnalyst intelligence/market outlooksIndustry newsProduct reviews&testingProduct demosIndustry events/trade shows/conferences(in-person)Data sheets/specifications/technical articlesQuestion:Which
23、 types of content do you rely on most heavily for purchasing Question:Which types of content do you rely on most heavily for purchasing decisions?(Select all that apply.)decisions?(Select all that apply.)Base:Purchase involved respondents;multiple answers permitted(n=475)Information Classification:G
24、eneralContent Types Used for Staying Informed13We asked those respondents not currently involved in purchasing decisions what types of content they use to stay informed.The types of content they rely on most heavily include:Industry news Analyst intelligence/market outlooks Data sheets/specification
25、s/technical articles Email newsletters/direct emails3%5%5%5%6%7%7%9%9%10%10%10%11%11%11%13%13%15%16%16%19%20%22%23%27%35%46%57%Supplier directoriesROI calculator/assessment toolsHow-to-contentBuyers guidesFAQsPodcastseBooksProduct demosCheat sheets/tips/lists/short contentInterviews/Q&AsInfographics
26、Industry events/trade shows/conferences(hybrid)Blog postsWhitepapersPhoto galleriesVideoIndustry events/trade shows/conferences(virtual)Opinion pieces/editorialProduct reviews&testingOriginal/independent researchWebinarsCase studies/customer testimonialsIndustry events/trade shows/conferences(in-per
27、son)Courses/educational sessions/certificationEmail newsletters/direct emailsData sheets/specifications/technical articlesAnalyst intelligence/market outlooksIndustry newsQuestion:Which types of content do you rely on most heavily for staying informed?(Select Question:Which types of content do you r
28、ely on most heavily for staying informed?(Select all that apply.)all that apply.)Base:Respondents not involved in purchasing;multiple answers permitted(n=149)Information Classification:GeneralSources of Content Used for Researching Solutions 14When researching solutions for their organizations,the s
29、ources of content respondents rely on most heavily include:Analysts/industry experts Industry publications digital Industry events/conferences/meetings Industry associations Manufacturers Online search4%4%4%5%5%6%8%8%9%15%16%17%26%29%31%34%37%41%42%42%45%53%64%TikTokRedditRadioTwitterTelevisionInsta
30、gramFacebookPodcastsInfluencers-social media or bloggersYouTubeResearch firms/market intelligence(e.g.,Gartner)Paid subscriptions/data productsLinkedInCommunities/forumsConsultants/agenciesPeers/word-of-mouthIndustry publications-print(e.g.,magazines)Online search(e.g.,Google)ManufacturersIndustry a
31、ssociationsIndustry events/conferences/meetingsIndustry publications-digital(e.g.,websites)Analysts/Industry expertsQuestion:Which sources of content do you rely on most heavily for researching Question:Which sources of content do you rely on most heavily for researching solutions?(Select all that a
32、pply.)solutions?(Select all that apply.)Base:Purchase involved respondents;multiple answers permitted(n=571)Information Classification:GeneralSources of Content Used for Purchasing Decisions15When making purchasing decisions,the sources of content respondents rely on most heavily include:Analysts/in
33、dustry experts Manufacturers Industry publications digital Industry events1%2%2%2%2%3%4%4%5%8%10%12%12%13%21%25%26%26%27%29%31%42%49%TikTokRedditRadioTwitterInstagramTelevisionInfluencers-social media or bloggersFacebookPodcastsYouTubePaid subscriptions/data productsLinkedInResearch firms/market int
34、elligence(e.g.,Gartner)Communities/forumsIndustry publications-print(e.g.,magazines)Peers/word-of-mouthConsultants/agenciesOnline search(e.g.,Google)Industry associationsIndustry events/conferences/meetingsIndustry publications-digital(e.g.,websites)ManufacturersAnalysts/Industry expertsQuestion:Whi
35、ch sources of content do you rely on most heavily for purchasing Question:Which sources of content do you rely on most heavily for purchasing decisions?(Select all that apply.)decisions?(Select all that apply.)Base:Purchase involved respondents;multiple answers permitted(n=427)Information Classifica
36、tion:GeneralSources of Content Used for Staying Informed16We asked those respondents not currently involved in purchasing decisions what sources of content they rely on most heavily to stay informed.Those sources include:Analysts/industry experts Industry publications digital Industry publications p
37、rint Industry associations Industry events/conferences/meetings Manufacturers Online search1%1%2%2%3%3%5%5%6%9%9%15%16%18%19%21%29%30%32%34%35%47%56%RedditRadioTikTokInstagramTelevisionInfluencers-social media or bloggersTwitterFacebookPodcastsYouTubeResearch firms/market intelligence(e.g.,Gartner)C
38、onsultants/agenciesCommunities/forumsPaid subscriptions/data productsPeers/word-of-mouthLinkedInOnline search(e.g.,Google)ManufacturersIndustry events/conferences/meetingsIndustry associationsIndustry publications-print(e.g.,magazines)Industry publications-digital(e.g.,websites)Analysts/Industry exp
39、ertsQuestion:Which sources of content do you rely on most heavily for purchasing decisions?Question:Which sources of content do you rely on most heavily for purchasing decisions?(Select all that apply.)(Select all that apply.)Base:Respondents not involved in purchasing;multiple answers permitted(n=1
40、51)Section 4.Content Perceptions&PreferencesInformation Classification:GeneralRecommendations for Improving B2B Digital Content18In order to improve the quality of digital content,respondents would most like to see B2B marketers:Use more data and research to support the content Offer more insight fr
41、om industry analysts Provide guidance through demonstrative content6%16%16%18%18%19%20%20%26%28%34%37%41%Deliver content in audio format(e.g.,blog,podcast)Content that aligns with the stages of my purchaseprocess(e.g.,discovery,evaluation)Deliver content in video formatCreate longer,more detailed an
42、d specific contentDeliver content in more interactive experiencesMore insights from thought leadership contentCreate shorter contentContent should focus on business pain pointsRestrain the sales messagesPersonalize the content by business role,industry,or topicContent should be demonstrative,provide
43、 guidanceMore insight from industry analystsUse more data and research to support the contentQuestion:What recommendations would you make to improve the quality of the Question:What recommendations would you make to improve the quality of the digital content developed by B2B marketers?(Select all th
44、at apply.)digital content developed by B2B marketers?(Select all that apply.)Base:All respondents;multiple answers permitted(n=712)Information Classification:GeneralImpact of Third-Party Involvement on Content Credibility19Most respondents(61%)find the involvement of an independent third-party incre
45、ases the credibility of content.25%37%29%7%2%Increases credibilitysignificantlyIncreases credibilitysomewhatDoes not changemy perceptionDecreases credibilitysomewhatDecreases credibilitysignificantlyQuestion:In your opinion,how does the credibility of content change when an independent third party(e
46、.g.,media brand,indQuestion:In your opinion,how does the credibility of content change when an independent third party(e.g.,media brand,industustry association)is involved in producing content,rather than produced solely by ry association)is involved in producing content,rather than produced solely
47、by a vendor?a vendor?Base:All respondents(n=729)61%find 3rdparty involvement increases content credibilityInformation Classification:GeneralKey Considerations in Deciding to Attend a Webinar20When attending,or making the decision to attend a webinar,respondents are most likely to consider:Topic spec
48、ificity Date and time Webinar content typesThey are least driven by:Customer testimonials Interactive components Formal presentation/deck10%11%15%22%26%29%33%45%58%59%Customer testimonials(video clips,demos,etc.)Interactive components(polling,surveys,networking,breakout rooms,discussions,Q&A,etc.)Fo
49、rmal presentation/deckResources for downloadWebinar format(single speaker or panel discussion)Concise format:30 minutes or lessCompelling speakerWebinar content typesDate&timeTopic specificityQuestion:What do you consider or value when attending,or making the decision Question:What do you consider o
50、r value when attending,or making the decision to attend a B2B webinar?(Select all that apply.)to attend a B2B webinar?(Select all that apply.)Base:All respondents;multiple answers permitted(n=698)Information Classification:GeneralAverage Number of Content Pieces Downloaded/Consumed21When researching
51、 products and services for a business need,the typical respondent reports downloading and/or consuming an average of four content pieces online before speaking directly with a sales representative.5%18%35%13%23%7%12345-910+Question:When researching products and services for a business need,how many
52、pieces of content do you typically download anQuestion:When researching products and services for a business need,how many pieces of content do you typically download and/od/or consume online before speaking directly with a sales rep?r consume online before speaking directly with a sales rep?Base:Al
53、l respondents(n=677)Information Classification:GeneralTypes of Content for Which Respondents are Willing to Register 22Three in four respondents(70%)are willing to register for content by sharing professional and/or personal company information,most commonly in order to access:Analyst intelligence/r
54、eports/market outlooks Case studies Industry newsletters Research/survey reportsQuestion:What type of content are you willing to register for by Question:What type of content are you willing to register for by sharing your professional and/or company information?(Select sharing your professional and
55、/or company information?(Select all that apply.)all that apply.)Base:All respondents;multiple answers permitted(n=674)30%3%5%7%7%9%9%11%12%15%18%19%19%27%28%30%34%N/A;No interest in registering for contentCompendiums/Aggregated ContentCheat Sheets/ListicleseBooksPodcastsIndustry/Sector Revenue or Ra
56、nkings DataVideo ContentVirtual EventsHow-to GuidesFree TrialWebinarsWhite PapersProduct DemoResearch/Survey ReportsIndustry NewslettersCase StudiesAnalyst Intelligence/Reports/Market OutlooksInformation Classification:GeneralSales Rep Follow-Up:Communication Attributes&Timing23After downloading or
57、consuming information related to a specific solution,respondents are most looking for sales rep follow-up from someone highly knowledgeable who can answer their questions(65%).Most(78%)are open to receiving follow-up communication from a sales rep,most commonly within 2-3 days of downloading/consumi
58、ng information(39%).Important Sales Communication Attributes after Downloading Content Related to a Specific Solution27%28%31%32%48%65%Is qualified to speak withsomeone at my levelOffers a product demonstrationProvides competitive insights and dataPersonalizes follow up tomeet my specific objectives
59、Provides me with additional supportingcontent to aide my evaluationIs highly knowledgeable andable to answer my questionsQuestion:After downloading or consuming information related to a specific solution,what are you Question:After downloading or consuming information related to a specific solution,
60、what are you looking for from a sales rep in terms of followlooking for from a sales rep in terms of follow-up communication?(Select all that apply.)up communication?(Select all that apply.)Base:All respondents;multiple answers permitted(n=631)Question:After downloading or consuming information rela
61、ted to a specific solution,what Question:After downloading or consuming information related to a specific solution,what timeframe do you prefer for sales rep followtimeframe do you prefer for sales rep follow-up?up?Base:All respondents(n=631)22%13%19%39%8%Doesnt contact me,Im not interested in recei
62、ving additional follow upPauses follow up,contacts after 7-14 daysDelays follow up,contactsme within 7 daysPrioritizes follow up,contactsme within 2-3 daysFast-tracks follow up,contacts me immediatelyPreferred Timing for Sales Communication Follow-UpSection 5.Purchasing Decision DetailInformation Cl
63、assification:GeneralNumber of People Involved in Major Purchasing Decisions25The typical respondent reports an average of six people are involved in major purchasing decisions at their organizations.8%16%21%9%13%20%13%123456 to 1011 or moreQuestion:On average,how many individuals are involved in maj
64、or purchasing decisions at your organization?Question:On average,how many individuals are involved in major purchasing decisions at your organization?Base:Purchase involved respondents(n=500)6mean#people typically involved in major purchasing decisionsInformation Classification:GeneralIdentifying Sh
65、ort List of Vendors10%30%45%49%38%Individual Contributor(no direct reports)ManagerDirectorExecutive(President,EVP,SVP,VP)C-Level,Owner25%53%49%25%22%Individual Contributor(no direct reports)ManagerDirectorExecutive(President,EVP,SVP,VP)C-Level,OwnerRoles Involved at Various Stages of the Purchase Pr
66、ocess26The data reveals Directors are most likely to be involved in establishing the need for a purchase,Managers and Directors are most likely to identify a short list of vendors,and Executives and Directors are most likely to make the final purchasing decisions.Establishing the Need for a Purchase
67、19%43%53%43%35%Individual ContributorManagerDirectorExecutive(President,EVP,SVP,VP)C-Level,OwnerQuestion:Which roles are typically involved in.(Select all that apply.)Question:Which roles are typically involved in.(Select all that apply.)Base:Purchase involved respondents;multiple answers permitted(
68、n=529)Making the Final Purchase DecisionSection 6.Industry Events:Preparation&AttendanceInformation Classification:GeneralContent Consumption Behavior Surrounding In-Person Events28The vast majority of respondents(89%)report attending in-person industry events.While they are most likely to search fo
69、r related content and resources prior to the event(75%),almost half do so after the event as well(45%).Almost half(49%)begin looking at content and resources at least one month before the event they plan to attend,including 26%who do so 2+months in advance.75%53%45%11%Prior tothe eventDuringthe even
70、tAfterthe eventN/A;I dont attend in-person industry eventsContent Consumption Around an In-Person Industry Event:When Respondents Search for Related Content&Resources4%8%11%29%23%26%I dont prepare in advanceA few days beforeOne week beforeA few weeks beforeOne month beforeTwo+months beforeLead Time
71、Prior to an Industry Event When Respondents Begin Looking at related Content&Resources Question:How far in advance of an industry event do you start looking at content Question:How far in advance of an industry event do you start looking at content and resources related to the event?and resources re
72、lated to the event?Base:Respondents who attend in-person industry events(n=553)Question:When attending an inQuestion:When attending an in-person professional event,at what stages do you search for content person professional event,at what stages do you search for content and resources related to the
73、 event to prepare and/or apply what you learned?(Select all that apply.)and resources related to the event to prepare and/or apply what you learned?(Select all that apply.)Base:All respondents;multiple answers permitted(n=626)Information Classification:GeneralTypical Means of Preparing for an In-Per
74、son Industry Event29In preparation for an in-person industry event,respondents engage in a variety of actions,most commonly:Visit the event website Review the agenda Review speakers and sessionsQuestion:How do you typically prepare for an inQuestion:How do you typically prepare for an in-person indu
75、stry person industry event?(Select all that apply.)event?(Select all that apply.)Base:Respondents who prepare for an in-person industry event in advance;multiple answers permitted(n=530)10%10%23%25%30%31%32%39%41%42%67%75%76%View past or related keynote and content sessionsLook for insiders tips to
76、make the most of the experienceView exhibitor presentation materialsPlan for networking and social events,such as happy hoursSchedule meetings with other attendeesLook for information on speakersSchedule meetings with exhibitorsVisit the websites of exhibitorsDownload event appSearch for exhibitors
77、in certain categoriesReview speakers and sessionsVisit event websiteReview the agendaInformation Classification:GeneralPost-Event Opportunities:Improving the Overall Event Experience30After attending an in-person industry event,half of respondents report the following would improve their overall eve
78、nt experience:Event materials for reference and sharing Recordings of keynotes and sessions Ability to connect with exhibitors Post-event summary consolidating event highlights Continued networking opportunities with exhibitorsQuestion:After attending an inQuestion:After attending an in-person indus
79、try event,what would person industry event,what would improve your overall event experience?(Select all that apply.)improve your overall event experience?(Select all that apply.)Base:Respondents attending in-person industry events;multiple answers permitted(n=513)17%25%26%26%36%41%41%44%49%Survey re
80、search of attendees benchmarkingobjectives,pain points,trends,etc.Recommendations for additional content/materialsthat can be incorporated into existing workFuture educational sessions,virtual events and/or webinarsExpanded content from speakers/presenters beyond the sessionContinued networking oppo
81、rtunities with exhibitorsPost-event summary consolidatingkey highlights from the eventAbility to connect with exhibitors for further explorationRecordings of keynotes and sessions I wasunable to attend or want to view againEvent materials for my referenceand sharing with colleaguesInformation Classification:GeneralThank youFor more information,contact:Jason Washburn+1(216)931