Enquiro Research recently reported that 93.1% of business technology purchasing decisions are researched online. Not surprisingly, the use of search (and predominantly Google) comprises a significant share of the online research performed.

More interestingly, however, is the fact these same business buyers are startlingly active on social platforms. Forrester recently published the results of a survey of the online behaviors of business technology buyers, which found that they more socially engaged online than the average adult consumer.

Almost all respondents maintained at least a passive level engagement with social media: 91% of buyers in the business-to-business sector reported reading blogs, consuming user-generated video, or listening to podcasts. But social participation among B2B buyers runs much deeper — nearly half (43%) reported actively creating content on social platforms themselves. This figure is nearly double the average among all US online adults.

Social media is staged to play an ever-increasing role in actual purchase influence among business buyers. Groundswell co-author Josh Bernoff sums up the situation in a recent blog post: “What does this mean for you? If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late.”