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ON24 Study Shows Online Dating is Influencing Marketers’ Purchasing Decisions

July 15, 2016

82% of marketers wish they could research technology solutions in a manner similar to online dating

SAN FRANCISCO, June 22, 2016 — ON24, the worldwide leading webinar and video marketing platform, today released a new study illustrating how online dating behavior influences marketers and their purchasing decisions.

The study, conducted by Hanover Research, revealed how marketers’ online dating habits impact how they conduct research of technology solutions and make purchasing decisions.

“At ON24, we’re always looking to provide a data-driven approach for customers, especially with the latest trends, statistics, and insights on what influences purchasing decisions,” said Joe Hyland, CMO of ON24. “This latest report shows how consumer habits continue to permeate business-to-business interactions, and illustrates why and how marketers should look to leverage these trends as they market and engage with their audiences.”

The study found, for example, that more than 4 in 5 marketers (82%) prefer to evaluate technology vendor options similar to which they research online dating matches.  How so? Just as they would conduct their own research of an online match, marketers prefer to self-educate themselves on solutions through online content.

Most notably, the study found that:

  • 70% of marketers say they are open to searching for B2B technology vendors the way they search for online dating matches, with 41% of marketers saying they prefer to search for B2B technology vendors in this manner
  • 69% of marketers say they prefer to initiate conversation online before meeting a person, just as they would via online dating platforms
  • Almost half (42%) of marketing professionals directly attribute online dating sites for making them more comfortable communicating digitally
  • Eight in 10 marketers have used an online dating platform

“It can be easy to overlook the fact that all of us are consumers, and our consumer perspective impacts all interactions we have.  We’re committed to helping our customers reach their potential through these latest insights,” says Hyland.

This study comes as more and more businesses are turning the power of video to help educate prospective customers.  In fact, ON24 hosted more than 60,000 webcasts in 2015, and is on pace to eclipse 100,000 in 2016.  Last month, Goldman Sachs announced a $25 million investment in ON24, coming after the company saw a 70 percent year-over-year revenue growth in 2015.

About ON24:

ON24 is the leading webinar marketing platform for demand generation, lead qualification and customer engagement. Its award-winning, patented, cloud-based platform enables companies of all sizes to deliver engaging live and on-demand webinars. Providing industry-leading analytics that can be integrated with all leading marketing automation and CRM platforms, ON24 enables marketers to optimize demand generation, enhance lead qualification and accelerate sales pipeline opportunities.

Additional applications for the ON24 product portfolio include virtual training, talent development and town hall meetings. More than 1,200 companies and organizations rely on ON24, including IBM, CA Technologies, Merck, JPMorgan Chase, Credit Suisse and SAP. The company is headquartered in San Francisco, with offices throughout the world. For more information, visit http://on24.staging.wpengine.com.

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