Under increasing economic pressure, small and medium-sized businesses (SMBs) in the U.S. are using more diverse information sources to first learn about IT products, technologies, and suppliers and, once aware, gather more information. Despite the growing use of the Internet as a source of information, a trend that will continue, word of mouth still receives high mentions by SMBs, according to a new IDC study.

"A major challenge for providers of advanced technology products and services is how best to reach the 7.9 million SMBs in the United States," said Merle Sandler, research manager for SMB Programs at IDC. "SMBs use multiple information sources, so technology providers need to develop an effective promotional portfolio to ensure visibility in the places where SMBs turn for IT information, bearing in mind that their preferences vary by business size, vertical industry, and attitude cluster."

Among key highlights of IDC's research are the following: