March 23, 2015: The “2015 Content Preferences Survey” from Demand Gen has revealed that 67 percent of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago.
When it comes to the types of content being consumed, B2B buyers are exploring a number of different channels. Over the past year, 83 percent of respondents said that they have turned to white papers for research. This is compared to 78 percent recorded in the previous year. Approximately 68 percent of people said that e-books were their go-to pieces of content, up 10 percentage points from 12 months ago.