Uncover the Content Habits of Industry Professionals

05 December 2022
Uncover the Content Habits of Industry Professionals

Uncover the content habits of industry professionals

Ever wondered just how industry professionals stay up-to-date? In August 2022 we surveyed 287 professionals from a wide range of industries – primarily in engineering, security, safety, and manufacturing – to learn more about their content habits and preferences. 56% of respondents have more than 21 years of experience in their industries and 35% have more than 30 years of experience. Here's what we discovered…

Too much information, not enough time

Industry professionals depend on a variety of news, information, and events to stay up-to-date in their work and field, but they are time-poor and have many different sources vying for their attention.

Keeping up-to-date with the latest developments is the main challenge

With so many sources, channels, and platforms to find information, it can be challenging to assess reliable, useful, and quick information. 45% of respondents stated their biggest challenge was keeping up-to-date with the latest developments. This was closely followed by finding relevant information on a topic (42%) and finding relevant information for their role (40%).

This is important because 77% of the respondents are looking for information every day. As we create content, we need to be aware of these challenges, making sure our audience can find and view relevant information in their field and quickly deliver the message and news. Professionals trust and rely on their go-to publications and the expertise they provide.

Industry Insights graphic demonstrating trends

View Infographic

Industry magazines are still an important resource

Traditional routes to reach industry professionals, such as articles, books, and industry magazines, are still vital communications tools for this audience. When asked how they keep up with news in their field, 68% of respondents turn to articles from news organizations and blogs as key sources. 50% of respondents refer to industry magazines and identified the content as a trusted source of information.

Finding trustworthy information is critical to this audience when trying to find the latest techniques, products, and news for their field. They are actively seeking content relevant to their field and care about information that will help their everyday work.

Engaging with virtual events and conferences will continue to be important

The increase in virtual events and webinars as a resource for sharing information and creating educational content during the pandemic is here to stay. One respondent said “important information was not being exchanged” during the pandemic. Virtual events have filled in this gap for open conversations, live Q&A, global access, and on-demand availability. These virtual events and webinars allow registrants to view on their own time when they can. Industry professionals’ top reasons for attending online events were time-saving (67%), reducing the cost/expense of attending (64%), and being accessible from anywhere in the world (55%).

Our survey shows that respondents plan to attend more virtual events than live ones within the next year. 11% of respondents plan on attending more than 10 virtual events vs. 4% of respondents who plan on attending more than 10 live events within the next year.

Industry event metrics

The survey offers a glimpse into changes in what matters most to industry professionals right now. Although articles remain the most consumed form of content, these professionals are widening where and how they keep themselves informed.

Want to discover more? View the full report

Sign up to receive industry insights and inspiration for ways to make a greater impact with your content:

Sign up now!