51 Stats from NetLine’s 2022 Consumption Report Each B2B Marketer Ought to Know

All informed, our 2022 Content material Consumption Report ended up being a whopping 65 pages. Whereas that’s fairly thrilling from a productiveness point-of-view, some of us may be scared off by the sheer measurement of it.

We get that.

So, in taking our personal analysis to coronary heart and figuring out that Cheat Sheet consumption was up 56% final yr, we wished to spotlight a number of the most vital stats and takeaways from our sixth annual report. 

Key Learnings From NetLine’s 2022 Consumption Report

There’s greater than 15 particular person sections contained in the sixth annual report that section the information inside quite a few NetLine’s particular job parameters. We’ll get to a number of the totally different slices of information in a second, however for now, let’s begin with a number of the most impactful takeaways.

Flagship Stats From the 2022 Report

1. NetLine delivered 4.6 million first-party registrations throughout our platform in 2021, a 9% improve YOY.
2. Since 2019, NetLine has noticed a 33% improve in whole registrations, clearly indicating how vital content material advertising and marketing has turn out to be post-pandemic.
3. eBooks had been 4.8x extra more likely to be requested in comparison with White Papers.
4. “Pandemic” was the #1 Key phrase Rank throughout all content material titles.
5. The 5 Most Lively Job Areas: IT, Executives, Training, Engineering, & HR.
6. Senior VPs had been the quickest to devour content material, whereas House owners had been the slowest.
7. 90% of all registrations got here throughout the work week.
8. eBooks represented greater than 43.3% of all registrations.
9. Webinar promotion elevated by 69.8%.
10. The ten most requested content material varieties accounted for greater than 87% of all requests.
11. The Spring and early Summer season (Q2) noticed an unbelievable swell in demand for content material, post-the-most-stringent-COVID restrictions. That is staggering, contemplating Q2 2020 accounted for the least quantity of engagements. Conversely, This autumn 2020 accounted for 43% of essentially the most energetic days for Content material Consumption. 2021? 21%.
12. Desktop consumption represented practically 93% of engagements.
13. Greater than 25% of Expertise Job Areas consumed 10 or extra belongings, whereas Advertising Job Areas, begin out as keen shoppers, (representing practically 8% of the viewers consuming a second piece of content material), however peter out as they attain the tenth asset (4.4%)
14. Info Expertise professionals had been essentially the most energetic Job Space viewers in 2021, representing 28% of all registrations.

By Job Space

NetLine’s Job Space evaluation hones in on the precise consumption developments of the B2B skilled inside the particular person disciplines their roles demand.

15. Manufacturing/Manufacturing/Operations had been the smallest Job Space viewers within the Prime 10, accounting for less than 2.42% of all registrations.
16. The Government job space (13.12% of the full viewers) had a large achieve in demand, topping it’s 2020 totals by 19.41%.
17. Conversely, Advertising (4.17% of whole viewers) noticed a 4.07% drop in consumption by job space.
18. With the introduction of the COVID-19 vaccines in 2021, professionals working in Biotech job areas had been fairly busy to begin the yr, requesting 25.9% extra content material than the prior yr.

By Job Operate

NetLine’s Job Operate evaluation seems at a B2B skilled’s given position and which belongings they request.

19. IT Techniques Administration professionals had been essentially the most energetic Job Operate, accounting for 12.6% of whole registrations. 
20. It’s outstanding to see this group on the high of the pile contemplating that this job operate noticed a 26.83% dip in total consumption.
21. College job capabilities had the most important loss in whole consumption (-30.76%).
22. Government Senior Administration, nonetheless, had the best achieve in consumption (+116%).

By Business

This one must be self-explanatory. By Business assess the consumption habits of customers on the Business stage.

23. 75% of all Industries noticed a Job Space improve in consumption.
24. Computer systems & Expertise was king as soon as once more, representing 17.86% of all registrations from this group.
25. Building represented 3.57% of all registrations, good for quantity 10 within the Prime 10.
26. Of the 24 industries NetLine tracks, all however two teams (Promoting/Advertising -6.09%, Agriculture -12.07%) had extra registrations in 2021 than in 2020.
27. Very similar to the Job Space chart, consumption from the Biotech subject noticed the best YOY good points (+22.42%). 
28. Because the world confronted a delivery disaster, Manufacturing (+12.86%) and Transportation and Logistics (+12.15%) every noticed important will increase in B2B content material consumption.
29. Healthcare/Medical (+15.7%), Manufacturing (+12.86%), Training (+9.11%), Finance (+7.96%), and Computer systems and Expertise (+7.10%) additionally all noticed sizeable good points, as properly.

By Sub-Business

We all know that Business evaluation generally is a bit broad at occasions. That’s why we dig additional to get extra particular concerning the sort of work customers are doing.

30. Are you able to guess which sub-industry was the highest performer? You guessed it: Info Expertise at 7.58%!
31. Service Business professionals accounted for 3.23% of all registrations, adequate for fourth on the Prime 10 checklist.
32. YOY, this sub-industry noticed a ten.42% progress in total registrations, as professionals on this subject raced to maintain up with the breakneck tempo and overwhelming demand positioned on them and their colleagues.
33. Consumption on the native ranges of Authorities rose 62.52%.
34. As provide chains tightened, Manufacturing had a 12.86% improve whereas Transportation and Logistics additionally noticed a sizeable 12.15% improve.

By Job Degree

Job Degree evaluation provides you an concept of the place inside a company your content material is being consumed and requested.

35. 40% of all consumption stemmed from C-Degree, Managers, and Administrators.
36. Administrators consumed 27.8% extra content material YOY whereas Particular person Contributors accounted for 25.5% of all registrations.

The Consumption Hole and Consumption Instances

The Consumption Hole is the time between the second content material is requested and the second it’s opened for consumption.

1. 37. The typical time for professionals to devour content material rose by 3.6, rising from 29.7 hours in 2020 to 33.3 in 2021.
   38. In 2020, the typical time between a person’s first registration and their second was 16+ days. In 2021, it was 13+, that means there was a 3+ day enchancment—a 19% acceleration.
   39. Hypothetically, consumption can improve infinitely. B2B professionals, alternatively, have a finite period of time to dedicate to consumption. Subsequently, as registration quantity grows, the extra seemingly it’s that the consumption hole will widen.
   40. EVPs shaved practically 4 hours off their 2020 consumption time.
   41. Supervisors had the best enchancment, decreasing their 2020 consumption time by greater than 7 hours. 
   42. And whereas VPs noticed their consumption time develop by practically 5 hours, they had been the Job Degree probably to devour their requests first.
   43. When it got here to further consumption, Consultants had been the primary group to come back again for extra, clocking in at 8.71 days between first and second request. 
   44. VPs had been on the opposite aspect of the spectrum, as they took greater than three weeks (22.37 days) earlier than returning for one more asset.

C-Degree Observations

Regardless of who you might be, what you’re writing about, or the way you’re attempting to place it, everybody needs the eye of the C-Suite.

45. The C-Degree represented 14.8% of NetLine’s whole viewers in 2021—a 15.8% leap in quantity.
46. Traditionally, when C-Degree consumption rises then consumption from Administrators and Managers dips. In 2021, this was not the case. Managers upped their total consumption by 3% whereas Administrators upped their registration by 27.82%, the second-largest YOY leap behind Particular person Contributors.

Purchaser-Degree Intent Findings

Discovering “who” a prospect actually is—and whether or not they’re really a possible buyer—has been a thriller to B2B Entrepreneurs and Gross sales professionals for years.

47. Content material consumption is instantly driving investments inside the subsequent 12 months. The extra your viewers consumes, the extra seemingly they’re to be closing in on a purchase order determination.
48. Purchaser-Degree Intent Knowledge: ~31% of execs count on to spend money on the subsequent 12 months; 15% count on to spend money on the subsequent 6 months.
49. Of this ~31%, 55% count on to spend money on the subsequent 6-12 months, 26% count on to spend money on the subsequent 3-6 months, and 19% count on to spend money on the subsequent 3 months.
50. White Paper registrations are a better indication {that a} person is in a late stage of a buying determination.
51. Professionals registering for Webinars are 29% extra more likely to have a purchase order determination inside six months of registering for the content material vs. every other content material format.

Get Extra From NetLine’s 2022 Report

There’s a ton of actionable data that we’ve taken out of this report however there’s nonetheless so way more that we couldn’t embrace. Uncover the whole lot else that you just’re lacking and extra by downloading our sixth annual Content material Consumption Report!