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1 The Google/TechTarget Behavioral Research Project: Phase 2 Search Behavior of IT Buyers Online During the Purchase Process Gain Insights to Make Smarter Media and Content Choices For more research, insight and video presentations visit,

2 The Google/TechTarget Behavioral Research Project: Phase 2 Search Behavior of IT Buyers Online During the Purchase Process Gain Insights to Make Smarter Media and Content Choices Table of Contents Executive Summary and Key Findings Study Objectives, Methodology and Demographics Research Analysis Keyword Analysis Search Queries Keywords Used by Buying Stage Keywords Used by Title Keywords and Content Type Mapping Click Preference by Buying Stage Interaction with Search Results Pages Click Map Content Listings Clicked Registration/Demand Generation About TechTarget About Google

3 Google Behavioral Research Study Summary This study is a continuation of the 2008 Google/TechTarget Research Project. In 2008 our main intent was to map our IT Research Panel s search habits as they related to specific keyword phrases across buying stages. In that study we relied on a question and answer format. The study revealed that indeed IT buyers associate specific keyword queries based with where they are in their buying cycle. In this 2009 study, we partnered with global research provider OTX to track IT buyer behavior. Our goal here was to see if, when presented with actual SERP(search engine rendered pages), the IT buyers specific search behavior, as indicated by what they actually did on these pages, would deviate from the first study. In effect we tracked the differences between what buyers said they would do versus what they actually did when presented with simulated search environments. Based on the behavioral study responses it becomes obvious that the users actual behavior closely resembles findings from the first study. However there were some notable differences, especially between the three roles; CIOs, directors and administrators. CIOs in this study used keyword queries around solution more in early stage as compared to other titles and had the tendency to dig deeper with search results (more pages) than their team counterparts. Interestingly enough, when it comes to registration willingness, CIOs are more receptive to providing telephone numbers than their counterparts. In general the respondents did associate the same keywords with the same stages as indicated in our 2008 study. The only apparent difference had to do with the query word comparison being searched on more in consideration stage than the last study indicated where it came up predominantly in decision stage. Content types clearly influence search choices, second to title and topics. Click maps reveal significantly more users skim the entire search page for results as compared to the last study. Analysis of what type of content listings appeal to users based on stage, reinforces that awareness content is of most appeal in early stage and same with consideration type content for mid stage, but deviation occurs in end stage where consideration and decision type content are equally searched. Page 1 of 13

4 Behavioral Study Objectives Refresh the 2008 search study and look for year-to-year trends among IT buyers Re-examine relationship of search usage to buying stage Identify distinctions between self-reported and behavioral methodology Look for noteworthy differences by role and region Provide fresh insights to marketers for search, lead generation and branding Methodology Online survey fielded September 2009 Online behavioral research done by independent marketing research firm OTX Search scenarios within the buying cycle Search terms captured Search engine result page behaviors captured Additional self-reported responses Opportunity for contrast with 2008 study Demographics 750+ Respondents US (54%) UK (46%) Opt-In IT Research Panel Mix of job titles CIO s (17%) IT Directors (36%) IT Administrators (46%) Wide range of company sizes and budgets Page 2 of 13

5 Keyword Analysis Users were given specific scenarios pertaining to researching an IT security issue. Each scenario was mapped to a stage of the IT purchase process. All keyword phrases were then recorded and analyzed. Page 3 of 13

6 The search queries were then clustered into four groups: Brand, Issue/Opportunity, Solution, or Comparison Cisco troubleshoot Vendor X IBM prevent issue Solution A Brand CA optimize Issue/ Opportunity resolve HP EMC improve risks Microsoft upgrade solution compare appliance provider benchmarks versus software Solution service pros and cons Comparison vs. device supplier test comparison tool review Page 4 of 13

7 Keywords Used by Buying Stage 2009 Issue/opportunity phrases were used more in the awareness phase, and were used less frequently towards the later stages. Brand and comparison/review phrases were used more towards the decision phase of the IT buying process. Whereas solution phrases were used more during the consideration phase. 60% Awareness phase Consideration phase Decision phase 50% 40% 30% 20% issue/opportunity brand comparison/review solution 10% 0% Early Mid Late 2009 vs Some of the major shifts in search patterns from 2008 to 2009 were that there was a greater frequency of brand and issue/opportunity search phases during the awareness stage. There was also a higher usage of solution and comparison/review phrases during the consideration stage than in our 2008 study. Awareness phase Consideration phase Decision phase 60% 50% 2009: 2008: 40% 30% 20% issue/opportunity brand comparison/review solution 10% 0% Early Mid Late Page 5 of 13

8 Keywords Used by Title To get a further understanding we took a deeper look at the keyword usage based on title and stage. During the awareness stage, CIOs use more solution phrases than directors or administrators However, during the decision stage, administrators are more likely to use brand phrases than are CIOs or directors Awareness phase Consideration phase Decision phase 50% 40% 30% CIO Director 20% Administrator 10% 0% Issue/Opportunity Brand Comparison Solution Issue/Opportunity Brand Comparison Solution Issue/Opportunity Brand Comparison Solution Page 6 of 13

9 Mapping of keywords and content types to the IT purchase process. Searching for specific brands across all stages seems to be generally more prevalent in this study Awareness phase Issue/Opportunity Consideration phase Decision phase Keywords Solution Comparison Brand Content Types Online communities Search engines ebooks newsletters Editorial articles White papers Podcasts Case studies Online videos Webcasts Virtual trade shows Product literature Trial software Online vendor demos Page 7 of 13

10 Click Preference by Buying Stage Title and Topic are the most critical to click-throughs in all phases of the buying cycle. Content type is a clear 2nd in importance, which is a major change from 2008 study where there was no content type preferences. A vendor preference is most notable during the decision stage, but very limited during awareness. Awareness Consideration Decision Title/Topic 69% 67% 66% Content type 56% 66% 49% Familiar with source/url 29% 34% 35% Proven industry expert 18% 27% 34% Vendor preference 9% 28% 40% Page 8 of 13

11 Interaction with Search Results Pages 2008 Results >80% of users skim the results page before clicking 38% click on search advertising 2009 Results Click maps show that >80% of users skim entire search results page 33% click on search advertising Page 9 of 13

12 Click Map: Searches on Endpoint Security Issues Behavior indicates the vast majority of users click on Page 1 of search results. Clearly users are finding valuable content on Page 1 and only exploring more search result pages as needed. According to click-map observations, top organic rankings do not equate with the top click rates. Titles and content summaries clearly influence which listings are clicked. Click distribution is even more pronounced for consideration and decision stages searches. >30% 21 30% 11 20% 1 10% Page 10 of 13

13 Types of Content Listings Clicked These 3 graphs validate that as logic would have it all titles are predominantly looking for content that parallels the stage they are in (awareness and consideration) but in decision phase there is more ambiguity as results reflect both consideration and decision stage listings. Awareness Phase Awareness 79% 80% 78% Consideration Decision 68% 64% 58% 44% 48% 39% CIO s Directors Administrators Consideration Phase Awareness 40% 30% 30% Consideration 86% 88% 87% Decision 53% 57% 51% Decision Phase Awareness 45% 35% 39% Consideration 61% 66% 58% Decision 71% 73% 66% Page 11 of 13

14 Registration/Demand Generation CIOs and directors are more willing to provide addresses and phone numbers, and CIOs are most willing to provide accurate information overall. UK CIOs and directors are significantly more willing to provide phone numbers in comparison to their US counterparts. Almost 50% of users withhold accurate information because they are doing early stage research and aren t ready to be contacted. 84% are concerned about unwanted phone calls. How likely is their information accurate? address First name Last name Company name Job title Company size Purchase influence (budget, area of influence) Telephone number Readiness to buy or time horizon to purchase % 79% 73% 66% 62% 39% 32% 27% 23% % 63% 57% 57% 65% 56% 49% 21% 36% CIO s were 37% more willing to provide phone numbers than administrators Directors were 16% more willing to provide phone numbers than administrators CIO s were 17% more willing to provide addresses than administrators Directors were 13% more willing to provide addresses than administrators Page 12 of 13

15 About TechTarget TechTarget, a leading online technology media company, gives technology providers ROI-focused marketing programs to generate leads, shorten sales cycles, and grow revenues. With its network of more than 60 technology-specific websites and more than 7.5 million registered members, TechTarget is a primary Web destination for technology professionals researching products to purchase. The company is also a leading provider of independent, peer and vendor content, a leading distributor of white papers, and a leading producer of webcasts, podcasts, videos and virtual trade shows for the technology market. Its websites are complemented by numerous invitation-only events. TechTarget provides proven lead generation and branding programs to top advertisers including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec. About Google Google s mission is to organize the world s information and make it universally accessible and useful. Google operates what is widely recognized as the world s largest search engine, and also provides a variety of useful business services. Google designed its AdWords service to help businesses and organizations efficiently reach a qualified audience on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords to acquire customers, launch products, and achieve their brand goals using targeted text, image, and rich media ads priced on a cost-per-click (CPC) or cost-per-impression (CPM) basis. With its controls, reporting, and auction-based bidding system, AdWords is designed for marketers who value flexibility and measurable, efficient results. More information about AdWords is available online at For more questions or information about this study contact: Marilou Barsam TechTarget 117 Kendrick Street Needham, MA mbarsam@techtarget.com TechTarget, Inc. All rights reserved. TechTarget and the TechTarget logo are registered trademarks of TechTarget, Inc. All other trademarks are the property of their respective owners. Page 13 of 13