As mentioned in the last blog, Modern Machine Shop Magazine conducted a survey in 2014 of its audience and published the results in the Media Usage in Manufacturing Facilities - Media Usage Survey, which can be found here.
Since the first step of any rhetorical endeavor must take its audience into account (and in this case, the audience of my audience), I thought I'd pull some numbers from this study to have them handy as part of my research.
Survey Respondents
A total of 3,494 people responded to the survey, mostly executives, managers and engineers serving the durable goods manufacturing industries. More than 92% of these said they are directly involved in supply purchasing.
So, most of these folks are in positions of some authority within their various organizations.
A total of 3,494 people responded to the survey, mostly executives, managers and engineers serving the durable goods manufacturing industries. More than 92% of these said they are directly involved in supply purchasing.
So, most of these folks are in positions of some authority within their various organizations.
Demographics
According to some within the company (and from interning there), it is probably safe to say that the majority of MMSOnline's audience is middle-aged, white, and male.
The survey breaks down the age groups of that audience:
According to some within the company (and from interning there), it is probably safe to say that the majority of MMSOnline's audience is middle-aged, white, and male.
The survey breaks down the age groups of that audience:
- 60% - Age 50 and up
- 23% - Age 41-50
- 11% - Age 31-40
- 6% - Age 21-30
Media Use Statistics
Respondents ranked blogs and social media as not very effective in finding information. A more interesting metric is how often respondents look for different kinds of information.
The majority of respondents said they use a variety of mobile devices, including laptops (68%), smart phones (61%), and tablets (22%).
Less than half (44%) of respondents report that they use social media, though the survey says that social media adoption has increased for the fourth consecutive year. Perhaps this trend will accelerate as new workers enter the field having grown up with social media of one form or another.
Respondents ranked blogs and social media as not very effective in finding information. A more interesting metric is how often respondents look for different kinds of information.
- More than 70% of respondents look for products and services at least once a week.
- More than 55% of respondents look for process technology and best practices information at least once a week (41% look weekly; 37% look monthly).
- More than 70% of respondents look for news and event information at least once a week (38% look daily; 34% look weekly; 23% look monthly).
- Business and market data searches are less frequent (45% look at least once a week; 40% look monthly).
The majority of respondents said they use a variety of mobile devices, including laptops (68%), smart phones (61%), and tablets (22%).
Less than half (44%) of respondents report that they use social media, though the survey says that social media adoption has increased for the fourth consecutive year. Perhaps this trend will accelerate as new workers enter the field having grown up with social media of one form or another.
Social Media Perceptions
This is where the numbers get a little worse.
The survey asked how respondents would rank their impression of social media as a business tool (on a scale of 5, 5 being "Invaluable," 1 being "A Waste of Time"...perhaps a poor choice of words).
The greatest segment (32%) ranked their impressions as "Neutral." Close to half fell below this on the scale, and only 8% ranked social media as "Invaluable" to business. It should be noted that while only 44% of people said they use social media, more than half (almost 70%) responded to this question, meaning that some respondents may have been evaluating social media without having used it.
Using the same scale, LinkedIn and YouTube ranked the highest in a value judgment vs. other social media platforms, but not by large margins. On the other hand, large majorities valued Facebook, Twitter, Google+, and Pinterest as "A Waste of Time." Facebook and Twitter are actually blocked at at about 20% of the companies surveyed.
This is where the numbers get a little worse.
The survey asked how respondents would rank their impression of social media as a business tool (on a scale of 5, 5 being "Invaluable," 1 being "A Waste of Time"...perhaps a poor choice of words).
The greatest segment (32%) ranked their impressions as "Neutral." Close to half fell below this on the scale, and only 8% ranked social media as "Invaluable" to business. It should be noted that while only 44% of people said they use social media, more than half (almost 70%) responded to this question, meaning that some respondents may have been evaluating social media without having used it.
Using the same scale, LinkedIn and YouTube ranked the highest in a value judgment vs. other social media platforms, but not by large margins. On the other hand, large majorities valued Facebook, Twitter, Google+, and Pinterest as "A Waste of Time." Facebook and Twitter are actually blocked at at about 20% of the companies surveyed.