Elektronik magazine has released a report on a survey they conducted around adverts published in issue 18 of Elektronik. The report was an interesting read, particularly its analysis of engineers and their use of publications and social media.

A total of 320 interviews were used for this report, and although the information  that follows has  been pulled from Elektronik readers so can’t be generalized to the industry as a whole,  it does generate some very fascinating information.  The report also covered reader loyalty, purchase behavior and social media usage in the industry.

Elektronik reported that, on average, four people read each copy of the magazine . The average reading time for the magazine was 32 minutes, showing that their readers are i actually taking the time to sit down and read their content.

In terms of other journals for professional electronics, Elektronik (had a readership of 97% with the next highest at 49% being Markt&Technik. Elektronik Praxis had a readership of 43% and Design and Electronic had 38%. It should be noted that Markt&Tecknik and DESIGN&ELEKTRONIK fall under the same publishing house as Elektronik so we expect them to have  higher readership rates.

Surprisingly 62% of readers never used www.elektroniknet.de, with only 38% saying they did, showing many German engineers still prefer to get information in print form rather than online. Looking into this further, 71% of readers who visited elektroniknet.de used the online service to gain better background and general info on the industry, whereas 58% used it to search about a topic or a problem, and 53% used the online service to search for suppliers and products. Further, it was intriguing to see how far the readers would actually go in order to gain some exclusive online content. 60% said they were willing to divulge personal data, but only 6% said they would be willing to pay. In terms of the newsletter it was revealed that 51%  didn’t receive it: a surprisingly low number, considering that they subscribe to the magazine.

With regards to social media usage, the report reveals some very similar figures to what we have seen before., although LinkedIn has overtaking XING, with 31% of readers using LinkedIn for professional purposes, and only 26% using XING for their job. Although the trend of Germans moving to LinkedIn has been clear for some time, it’s interesting to see that it has established a clear lead over local networking tool XING.

There is very little usage of other social networks for business. The report revealed that only 3% of readers use Facebook for professional purposes, 5% use twitter and perhaps a little surprisingly 8% claim they use Google+ for work. It is clear, however, that there is a lack of use of social media in the technology industry.  Comparing these results to the La Elfa study from 2012, other than the growth of LinkedIn, little has changed, and social media still has limited impact on the industry and there isn’t much to suggest that social media platforms such as Facebook and twitter are likely to have a significant impact on German engineers in the near future.