TGI..on the changing sources of business information

This month TGI reveals the premier source for business information. There are no suprises as we all know the media landscape shows the quickest route to all information is now through the Internet, with 28% relying on websites as their key b2b info provider. The once dominant trade press is now trailing with 19%. TGI looks at the changing sources of business information and while this may also be driven by technology, it is also dependent on the type of industry.

Websites are now the most popular source of business information amongst upmarket workers, reveals new data from Kantar Media's Premier TGI survey of adults in the top (AB) social grades. The figures show that 28% of upmarket adults who are either employed by a company or self-employed source business information through websites. This is followed by trade press (19%), newspapers (14%) and email alerts (13%).

The source used, however, depends to some extent on the type of industry. Business magazines and trade press are used by 40% of those working for companies that provide professional, scientific or technical business services. They are however used by only a quarter of those working for computing / IT companies and only 15% of those employed in national or local government.

In contrast, half of those working for information, communication, computing and IT companies regularly use websites to find business information. This falls to a third for those working for building / construction companies and just over a quarter for those working in national government.

Use of information sources also varies depending on the size of the budget for which an individual is responsible. Only 14% of AB workers with no budget responsibility regularly use email alerts to source business information. This climbs to 18% of those responsible for a budget of up to £10,000 and a quarter of those with a budget of £10,000 - £99,000. The peak comes with 39% of those responsible for a budget of £100,000 - £499,000. Beyond this point use of email alerts starts to decline.

The situation is slightly different for trade press. Rather than peaking and then declining, use of trade press increases in line with budget responsibility to reach 46% of those responsible for a budget of £500,000 or more. Trade press therefore remains an efficient means of reaching the most senior decision-makers.

Advertisers and information providers should bear in mind therefore that an individual's choice of information source is influenced by a range of factors including industry and seniority. In the information economy it is important for business people to keep abreast of new information, but it is equally important for information-providers to understand their audience.

Those targeting director-level staff may be interested in a key difference that emerges between board directors and non-board directors. Premier TGI reveals that non-board directors are more likely to source information regularly from email alerts and business TV. Board directors are more likely to use newspapers and radio. The two groups are equally likely to use the trade press, with around 37% doing so regularly.

Published on: 16/03/2010 10:31:00