A study from the research firm IDC says due to the tight economic situation, small to medium-size businesses (SMBs) in the U.S. are using more diverse information sources to first learn about IT products, technologies, and suppliers and, once aware, gather more information. Despite the growing use of the Internet as a source of information, a trend that will continue, word of mouth, still receives high mentions by SMBs, according to the report.

IDC found word of mouth is most often cited by small businesses (SBs) and medium-sized businesses (MBs) as how they initially become aware of IT products, technology, and suppliers. However, vendor Web sites and word of mouth tie for first place as a source of more detailed information for both small and medium businesses. The US-based online survey received responses from 603 SBs and 400 MBs.

Merle Sandler, IDC’s research manager for SMB programs, says SMBs differ far more by vertical industry than they do by company size regarding places where they become aware of technology as well as sources for more detailed information. Communications firms cite the highest average number of sources, while banking or finance firms averaged the lowest.

"A major challenge for providers of advanced technology products and services is how best to reach the 7.9 million SMBs in the United States," Sandler says. "SMBs use multiple information sources, so technology providers need to develop an effective promotional portfolio to ensure visibility in the places where SMBs turn for IT information, bearing in mind that their preferences vary by business size, vertical industry, and attitude cluster." 

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