A recent study from Eccolo Media suggests an increasing move toward viewing content through mobile devices is taking place among business audiences of B2B technology collateral, though desktop options still remain the vehicle of choice for many business leaders.
According to results from the "2011 B2B Technology Collateral Survey Report," nearly four in 10 (37 percent) of U.S. corporate technology decision-makers note they have received collateral via a mobile device.
In breaking down the numbers, the report shows:
- 33 percent of respondents note watching content on a smartphone, while 16 percent reported using a tablet;
- 56 percent of executives still use a desktop for viewing white papers;
- 58 percent use a desktop for reading case studies;
- 53 percent use a desktop for viewing product brochures/data sheets;
- Downloading and printing were more widely reported versus mobile viewing;
As for the kinds of mobile devices marketers are advised to optimize their B2B technology collateral for, 56 percent responding noted the Apple iPad, with the Apple iPhone receiving 45 percent of the vote.
Asked how often they turn to a mobile gadget for viewing written B2B technology collateral, 30 percent of respondents indicated they receive mobile content weekly, while 34 percent said it was more likely several times a week, with 23 percent indicating several times a month.
So while mobile technology is growing in popularity, many business leaders still feel the desktop is the way to go as opposed to a screen the size of their hands.
Not only does the desktop screen size offer a bigger picture, but it lessens the chances of an error that a smaller device can lead to as someone's fingers are trying to access the smaller keys.
Many industry observers are predicting that within the next two to three years, mobile Internet usage will exceed desktop Internet usage, perhaps even sooner.
For B2B marketers, it is safe to say that mobile devices will soon become as critical to viewing marketing content as the desktop is.
In order to meet the needs of your business customers, it is important to be sure all assets are optimized for viewing on various screens and gadgets.
By doing so, you arrive at the chosen method of engagement on the part of the customer, something that should land you repeat business.
Photo credit: velocitypartners.co.uk