Google (and MillwardBrown) measured 13 different sources of information and found throughout the buying cycle heavy use of search. Searchengine Lowdown gives a some details:
"Google Study Reveals Many Technology Purchases Begin With Search
- In the research/engagement phase of the purchase process, search was used 30% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.
- In the consideration/comparison phase, search was used 21% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.
- In the final purchase phase, search was used 62% more frequently than trade publications ... "
More ...
via John Battelles Searchblog
see also AdWeek: Google Targets B-to-B Advertisers
