In Demand Gen Report’s 2014 Content Preferences Survey, B2B buyers revealed that they rely are placing a greater emphasis on visual content throughout the purchasing lifecycle. They are also accessing content much more frequently from smartphones and tablets. These trends have led to an even higher buyer reliance on content than ever before to assist in research and purchasing decisions.
Some of the study’s significant findings:
- Mobile phones and tablets are catching up with their more established counterparts. Respondents who frequently use mobile phones to access content increased from 42.9% in 2013 to 55.8% in 2014, while frequent tablet users jumped from 31% to 42% during the same time period
- Use of video content increased by 8% to 58%, while infographic usage increased by 9% to 52%. Interactive formats such as Brainshark and SlideShare increased in popularity as well, up from roughly 21% in 2013 to 28% in 2014; and
- Case studies (73%) overtook webinars (67%) as the second most popular form of content in 2014.