B2B websites top choice among business decision makers

Business websites are “a highly valued and indispensable source of information” in the eyes of business decision makers, according to a survey released late last year by the Association of Online Publishers (AOP) in the UK.

Their research showed that 97% of business decision makers choose B2B websites as the media most used for work.

Other key findings include:

  • 51% of business decision makers choose business websites as their preferred source of business information.
  • 60% ranked business websites as an “essential” source of information in their work.
  • 60% consider business websites as sources of information that they couldn’t get anywhere else.
  • 56% visit B2B websites first when researching/informing business decisions
  • 55% visit B2B websites first when researching/informing purchase decisions

The survey also revealed that 82% of all business decision makers use at least one business to business digital delivery mechanism for work, rising to 91% among regular B2B websites users. Email alerts/newsletters are the most popular (51%) form of delivery.

When it comes to advertising, 43% of business professionals are more likely to respond to ads on a business website than advertising in other media.

Of those surveyed, 70% reported that business to business websites offer more engaging content and advertising than other business information sources and considered them to:

  • Offer instant access to information (79%)
  • Save time (77%)
  • Offer innovative ways to access information (74%)
  • Allow business decision makers to interact with peers more efficiently (69%)

Visit AOP UK for additional details from the report.


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