One Voice: Technology Integrator’s 2013 Reader Survey Results
What would we do without Wikipedia? By changing CustomRetailer’s name to Technology Integrator (see last month’s OneVoice column), our goal is to reinforce the brand image, which, according to Wikipedia, is a customer’s mental picture of a brand. Effective brand names build a connection between the brand personality as it is perceived by the target audience; it should also be on target with the brand demographic. Over time, a brand identity evolves. The highlights of our 2013 Reader Survey underscores the fact that our subscribers have indeed evolved into technology integrators.
No surprise that over 82 percent of the respondents are involved in custom installation. 93.9 percent personally subscribe to the print and/or digital editions of the magazine, and 87 percent read it regularly. Our e-newsletter, recently renamed Technology Integrator Daily, is regularly read by 87 percent of the survey’s respondents. More than 70 percent of readers have the word ‘management’ in their title, affirming our position in the market as a publication that delivers business strategies for the custom electronics professional. But just how satisfied is our audience with the publication? Take a look at how readers responded to that question:
Q. How would you rank CustomRetailer as a primary source for...
• 91% said Business Strategy
• 90% said Pioneering Technologies
• 89% said Practical Sales and Marketing Tools
• 87% said Practical Commercial Market Strategy
• 85% said Practical Security Market Strategy
• 80% said Practical Financial Planning Tools
As a benchmark, these are high scores indeed for the leading business strategy portfolio in the industry. They are a reflection of the focus on growth product categories as key business strategy drivers.
Product categories that continue to grow include Distributed Audio and Video, Home Control, Home Networks, Lighting, Power Protection, Security, Monitoring, and Window Covering Controls. Over 25 percent of the respondents indicate that their customers are “green” aware. Much of this increase is due to more emphasis on energy management solutions and remote access via tablets or smartphones, both of which are popular with customers.