Report Reveals How Manufacturers Use Media

The influence of brand recognition on technology buyers, manufacturers’ views of social media, and which platforms industrial professionals use to find information are among the insights gleaned from the results of this year’s “Media Usage in Manufacturing” survey.


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Are you curious about how customers and competitors get their information? Are you interested in learning the best way to communicate your own message to the broader market? If so, you might want to check out the results of the latest “Media Usage in Manufacturing” survey, which aims to reveal demographic characteristics and media usage trends of today’s manufacturing technology buyer.

The 2014 edition is the fourth annual survey of its type from Gardner Research, the market intelligence division of MoldMaking Technology publisher Gardner Business Media. Conducted from November 20 to December 20, 2013, the survey drew 3,494 respondents, a group composed mainly of executives, managers and engineers at companies engaged in durable goods manufacturing. Specific topics included buying cycle behavior, search, mobile, media usage, social media and vendor selection. The full report is available in digital, PDF or PowerPoint format.

“Along with insights on how industrial professionals are using media, the results really highlight the strength of the North American manufacturing market,” says Rick Kline, Jr., group publisher and vice president at Gardner, about the report’s key findings. “A record number of respondents indicated they are researching products, processes and services more frequently. The increased survey participation and increased research activity illustrates manufacturers’ investment in evolving and expanding their businesses.”