Market Connections

2017 Federal Media & Marketing Study™

Executive Summary of Key Findings

January 2018

Every year, Market Connections conducts its Federal Media & Marketing Study™ looking at media consumption habits of federal decision-makers. Through the study, they identify the top publications, websites, radio, TV and more. Below is a summary of key media and social media findings from the 2017 Study.

Top Online Social Sites (Trend 2014 – 2017)

Top three social sites used by government executives are still Facebook, YouTube and LinkedIn.

  2014 2015 2016 2017
Facebook 57% 64% 62%
71%
YouTube 47% 55% 62%
67%
LinkedIn 41% 46% 45%
48%
Twitter 18% 21% 26%
30%
Pinterest 11% 18% 28%
29%
Instagram 9% 15% 24%
26%

Event Attendance

About half (49%) of government executives attend at least one event annually. Of those who go to events, there was a slight increase in the percentage of execs who attend four or more events (9%), up from 6% in 2016.

Webinar Participation

Webinars are still popular. 66% of government execs participate in one or more webinars annually; 28% participate in four or more.

Most Trusted Sources of Information

White papers and case studies remain trusted sources of information.

  1. Recommendations from peers and colleagues (51%)
  2. White papers and case studies created by a professional association (42%)
  3. Professional association websites (40%)
  4. Webinars hosted by a professional association (39%)
  5. White papers and case studies created by a research firm (33%)

Most-Read Print Federal and Congressional Publications

  1. Federal Times (37%)
  2. Defense News (33%)
  3. Army Times (26%)
  4. Politico (22%)
  5. Navy Times (18%)
  6. Air Force Times (18%)
  7. The Hill (17%)
  8. Aviation Week (16%)
  9. Army Magazine (16%)
  10. Jane’s Defence Weekly (15%)

Top Federally Focused Websites Visited

  1. GovExec.com (34%)
  2. FederalTimes.com (23%)
  3. Politico.com (21%)
  4. DefenseNews.com (19%)
  5. MilitaryTimes.com (17%)
  6. Nextgov.com (17%)
  7. FederalNewsRadio.com (17%)
  8. Military.com (15%)
  9. ArmyTimes.com (15%)
  10. TheHill.com (14%)

 

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