BUYER TIME CONSTRAINTS DRIVE NEED FOR SHORTER, ON-DEMAND FORMATS Time is a precious commodity for most buyers. Roughly one-third (34%) strongly agreed that they “have less time to devote to reading/research” in the past year. That’s more than double the 16% who strongly agreed with that statement in last year’s survey. 46% Buyers continue to be overwhelmed with the amount of content available to them: 46% strongly agreed. That’s up from 38% in 2016. of buyers are Given those constraints, it’s not surprising that buyers are gravitating to shorter gravitating to formats (46%), interactive and visual content accessible on-demand (41%) and shorter formats. audio/video content accessible on demand (35%). Three-quarters of buyers (75%) also place a higher emphasis on the trustworthiness of the source in order to research efficiently. But like last year’s survey, one-third (34%) of buyers are willing to consider vendor-related content as trustworthy. And more and more buyers prefer mobile-optimized content they can on-the- go access through tablets and smartphones. More than half (52%) cited they strongly agree with that preference, up from 47% in 2016. How have your B2B content consumption habits changed over the past year? (Strongly Agreed) I place a higher emphasis on the trustworthiness of source 75% I prefer mobile-optimized content to access on my smartphone or tablet 52% I prefer shorter formats 46% I find myself overwhelmed by the amount of content available 46% I prefer more interactive/visual content that I can access on demand 41% I prefer audio/video content that I can access on demand 35% I have less time to devote to reading/research 34% I am willing to consider vendor-related content as trustworthy 34% 2017 Content Preferences Survey Report • 3