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E-Media Usage in the Security Industry

A recent study conducted of executives (end-users, security dealers, distributors and integrators) within the security industry found that more than of respondents had been regularly accessing the internet for at least 2-3 years and that for 4+ years. It's no wonder that online information services for this industry have quickly become a powerful tool for learning, research and communication.

Among the study's findings:

92% use the internet to perform research when making job-related purchasing decisions 72.1% cruise the net using at least ISDN/DSL/Cable modem connection speeds 2 in 3 (64%) spend a minimum of 5 hours a week, or an hour per day average, accessing the internet for work-related tasks. 40% average 2 hours per day online More than 8 out 10 surveyed security executives (82.2%) have researched a security product or service online in the last 30 days. More than half (53.3%) have done so in the past week. In fact, 88% of the surveyed executives have made an online purchase at least once of a security product or service. And, 45% have purchased online within the last 30 days.

For a complete copy of this study, please contact your SecurityInfoWatch.com representative.

Synergy of Multiple Media

A study of Business-to-Business media conducted by Harris Interactive and Yankelovich in 2001 was an exhaustive look at the use of trade media by executives. Among the areas surveyed were topics related to the executive's need for accessing several media (trade magazines, online and tradeshows) to meet their information. According to this study, 97% of the executives surveyed agreed with the statement "To stay on top of developments in your field, it's important to seek information from MULTIPLE MEDIA SOURCES like business-to-business magazines, web sites and trade shows".

Additionally, those same executives were asked about their reaction to seeing product or service advertisers in multiple types of b-to-b media. Here are their responses to the following statements:

• It makes the company or brand top-of-mind (93% agree)
• It provides more information about the company or brand (86% agree)
• It would make them more likely to consider the company's product or services for purchases (87% agree)

Lastly, the study found that those executives who referred to multiple media sources for industry information were more prone to take action than those who relied on single sources alone. In questions about actions taken over the previous six months, executives were:

• 40% more likely to talk to an advertiser's salesperson (49% multiple vs. 35% single media) when the advertiser marketed through multiple media sources
• 50% more likely to recommend purchase of a product or service from an advertiser (61% multiple vs. 41% single)

Make SecurityInfoWatch.com a staple of your interactive marketing programs in 2005! For a marketing analysis and program suggestions, contact Paul Caplan, publisher at paul@securityinfowatch.com or at 800-547-7377, ext. 2223.