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Nov 2017 - IDC Survey Spotlight - Doc # US43245517

How Do the Top Reasons that Millennial IT Buyers Attend Events Differ from Their Older Peers?

Author: Kathleen Schaub
Program Vice President, CMO Advisory & Customer Experience

Abstract

This IDC Survey Spotlight offers insight on the areas of connection where tech vendors' event strategies should focus in the future. Events, at 23.4% of the tech marketer's program's budget, continue to hold the number 2 place. But the event activities that marketers invest in must evolve as the number of millennial decision makers increase. Findings from IDC's 2017 IT Buyer Experience Survey trace the distinctive and remarkable generational shift of the top 5 reasons that IT buyers attend events. The traditional model is content centric where attendees primarily sit in a theatre throughout the event. Millennials have already put in their "seat time" before they arrive. They crave the kinds of interactive, social, connections that only a physical event can provide.

Coverage

Subscriptions Covered

CMO Advisory Service

Regions Covered

Worldwide

Topics Covered

IT planning and design, Market intelligence, Technology buyer