The 2024 Media Consumption Survey by TechTarget and Enterprise Strategy Group reveals insights from over 600 global tech buyers, focusing on AI content perceptions, engagement strategies, and the importance of expert-driven, digital-first research. Key findings include a 909% increase in GenAI purchase intent, with 83% of tech buyers changing vendors in the past 12-18 months, emphasizing the need for credible, expert content. Cybersecurity and data-driven initiatives are top tech investment drivers. The report underscores the critical role of independent information sources and the growing skepticism towards AI-generated content, urging GTM leaders to foster trust and offer high-value, differentiated content to engage modern tech buyers effectively.

Join for free to read