Study: PC World the magazine of choice among technology buyers

PC World is the PC monthly magazine of choice among the technology buyers in Australia’s small and medium-sized businesses in the independent research study, “Readership of IT Publications (Senior IT Executives)” released today by McNair Research. The survey included 309 respondents identified as senior executives in Small and Medium Enterprises (SMEs) - companies with between 50 and 499 employees.

PC World was read by 32% of the SME technology buyers, well clear of APC with 19% with PC User, PC Authority and Atomic further behind.

PC World readers accounted for one out of every three dollars spent on technology by buyers with up to $2 million annual expenditure.

The SME technology buyers named PC World as the best of the PC monthlies for information about new products and services, best for keeping up to date with industry trends and best for general interest.

“The strong readership figures for PC World among its core audience confirms that the editorial team has its finger on the pulse of this critical market,” said Don Kennedy, managing director of IDG Communications, publishers of PC World. “More than ever, small and medium-sized businesses need accurate, relevant information and guidance in their technology decisions. It is no surprise that one-third of all the dollars spent by Australian SMEs is spent by someone who reads PC World.”

Kennedy added that the results of the independent McNair Research study confirmed similar strong showings for PC World in the Roy Morgan readership surveys.

The McNair survey’s readership figures of PC monthly magazines among senior IT buyers in companies with between 50 and 499 employees is:

1. PC World 32%
2. APC 19%
3. PC User 13%
4. PC Authority 6%
5. Atomic 1%

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