Changing Use of Technology Information Sources by SMBs: The Internet Now Ahead of Word of Mouth, Social Media Gaining Traction Selectively

This IDC study examines the use of different information sources by small and medium-sized businesses (SMBs) to learn about IT products, technology, and suppliers prior to purchase. SMB use of different information sources is examined by company size, industry, and attitude cluster to help technology providers improve the efficiency of their delivery of information to SMB prospects. Particular attention is paid to the changing role of the Internet, word of mouth, and social media as sources of information.

"SMBs in the United States have better access to information about new technology than ever before," said Ray Boggs, vice president for SMB research at IDC. "For many firms, the wealth of information has become a challenge, with the Internet contributing to the problem, but providing the solution." Boggs noted that the use of online sources of information has been increasing, but firms, especially more advanced ones, are getting smarter and more organized in their information gathering, with SMB 2.0 firms especially effective in leveraging online information sources.