The Relative Importance of

Different Media Channels to

European Electronics Engineers

A Research Study by Chichester University and

Napier Partnership Limited
December 2007

For more information contact:

Mike Maynard
Mike@Napier.co.uk
www.Napier.co.uk
© Copyright Napier Partnership Limited 2007
Objective
 This study aims to understand the relative importance and influence of different
media channels to European electronics engineers. The study particularly
considers how engineers use different media channels when looking for new
products.
Methodology
 An online survey was set up, and an email requesting participation was sent to a
list of 19173 engineers on the TechEventGuide.com database
 A prize draw for an iPod Touch was offered as an incentive for people to complete
the survey. This was won by Mr. Kitto Richards of Elcometer Instruments Ltd
 480 people clicked through to the survey
 356 surveys were completed, 309 people entered the draw for the iPod
Research team
 The study was conducted by Chichester University for Napier Partnership Limited.
The team was:
- Anna Smith – Chichester University
- Helen Cook – Chichester University
- Mike Maynard – Napier
Results and Analysis
Most important sources for gaining
knowledge of products and availability
Most helpful media channels for
gaining knowledge of new products
What makes engineers visit manufacturers’ websites
The Internet hasn’t replaced print!
 The study showed the Internet search engines to be the most important channel
for information about products and to drive engineers to manufacturer’s websites
 Print magazines were the second most important source
- 68% used product articles for information on existing products, making magazines
more important than suppliers’ websites (58%)
- 72% used magazines for information about new products, putting magazines ahead of
word-of-mouth information from colleagues (42%)
- 70% said articles in the technical press made them visit websites
 75% said search engines were the one source they couldn’t do without, 14% said
suppliers websites were the most important source of information, but perhaps
surprisingly 6% said print ads were the one information source they would keep
Print or online adverts?
 55% of engineers think print ads are more effective than online
- Engineers said they read magazines in a different way to browsing the web – they are
more relaxed and take in new information from print ads
- Online ads were seen as easy to filter out
- But several engineers commented about the environmental effect of paper magazines,
preferring what they saw as the greener online option
 When asked about actions taken, print is even further ahead of online advertising
- Just over a third of respondents admitted to using print adverts to find out information
on products, whereas only 15% used online ads
- 49% said print ads made them visit a manufacture’s website, whereas only 3:% said
online adverts did the same – even though visiting the website by clicking the online
advert is so much easier
 Adverts clearly do work! 89% said they took action after seeing an advert in the
last 6 months
Other online media
 Email newsletters were important, with 50% saying newsletters caused them to
visit a manufacturer’s website, although this was lower than the 7:% who said
articles made them visit sites
 Podcasts and blogs have minimal effect, driving only 3% of the respondents to
company websites
Uses for the Internet
Broad range of uses for the Internet
 Sourcing technical information was the most popular work-related activity on the
internet, with the following other activities close in terms of popularity:
- Visiting suppliers websites for service and support
- Locating suppliers
- Downloading software
- Looking for/purchasing products
- Industry news was less important than all the above, with only 61% of respondents
using the internet to get industry news
 Online communities and forums split the sample, with almost exactly half using
communities – an order of magnitude above the number using podcasts and
blogs
When do engineers look for new products?
Branding is important!
 Getting to an engineer’s top-of-mind is very important, as engineers’ preference
for suppliers influences where they go to source products
- 82% said they always checked certain companies if they were looking for a new part,
suggesting that if those suppliers had a suitable product the engineer might not look
further
- Supplier loyalty was even stronger with some engineers: 57% said that there were
certain suppliers whose products they always tried to use
Conclusions
 The fascinating study helps to understand how European engineers use different
media channels. The key conclusions are:
- Although Internet search engines are the most important channel of information, print
remains extremely important, and engineers notice and take action when they see
relevant editorial and advertising in print
- In general engineers believe print adverts are more effective than online, and are more
likely to take action when seeing a relevant advert in print
- Most engineers like print because they consume this media in a more relaxed way,
looking for all relevant information, whereas the use of the Internet is more task-driven.
Some engineers, however, are concerned about the environmental impact of printed
magazines and choose online media because of this. The survey did not ask if they used
digital versions of print titles
- To date, “new media” channels (blogs, podcasts, etc) have had little impact
- Branding is extremely important, with engineers checking the suppliers that they know
and like before others when sourcing new products
For more information
 For more details about this research, please contact:

Mike Maynard
Managing Director
Napier Partnership Limited
Donnington Park
Birdham Road
Chichester
W. Sussex
PO20 7DU

Mike@Napier.co.uk
www.Napier.co.uk
+44 (0)1243 531123
Appendix – Questions
1. Which of the following sources are most helpful to you in gaining knowledge 4. Do you use online communities such as chat rooms, bulletin boards,
of products and availability? (Tick all that apply) company e-newsletters?
•Internet search engines •Yes
•Email news letters •No
•Online advertisements
•Print based advertisements 5. How often do you look for new ways to find products?
•Product articles in magazines •I'm always trying to look for new products
•Industry news and events •Only when I need to source products for a design
•Suppliers websites •Only when the products I know about can't do the job
•Email •Other reasons (please specify)
•Other (please specify)
6. What do you think is the most effective advertising – print or online?
2. Which of the following media are most helpful to you in gaining knowledge of •Print advertising
new products? (Tick all that apply) •Online advertising
•Word of mouth
•Magazines 7. Why?
•Text Books (open question)
•Internet
•Your own personal existing knowledge 8. If you could only choose one, which source would you use when finding
•Other (please specify) products?
•Internet search engines
3. Excluding email, how do you use the Internet to help you in your job •Email news letters
purposes? (Tick all that apply) •Online advertisements
•Download software/upgrades •Print based advertisements
•Locating suppliers •Industry news events
•Visiting suppliers websites for service and support •Suppliers websites
•Sourcing technical information •Direct email from suppliers
•Looking for and/or purchasing products
•Industry news and updates
•Other
Appendix – Questions (continued)
9. What influences you to visit a supplier's website? (tick all that apply)
•Search engines
•Print ads
•Online ads
•Links from email newsletter
•Articles in engineering articles
•Blogs
•Podcasts
•Other (please specify)

10. Have you taken any action in the past 6 months as a result of seeing an
advertisement?
•Yes
•No

11. Are there companies that you always check when trying to source new
parts?
•Yes
•No

12. Are there any suppliers that you always try to use?
•Yes
•No