IDC Survey Spotlight: How Do B2B Buyers Across Market Segments Use Social Channels?

Дата публикации: 25-09-2026 04:00:00

This IDC Survey Spotlight examines how B2B buyers across three company size segments, small business, midmarket, and large enterprise, use social and community platforms throughout the technology buying journey. Drawing on IDC’s May 2026 Tech Buyer Behavior Survey (n = 413), the analysis finds that while social media reach is nearly universal, with video (YouTube) the single-most used channel across all segments, the underlying purpose diverges by buyer purpose and company size. For marketing leaders and CMOs, the implication is to segment their social channel spend by both buyer segment and life-cycle stage in the buyer journey.

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