2025 RESEARCH REPORT — NEW DATA

Where Engineers Really Make Decisions ‍

The playbook that says “win on Google, compete on price” is broken. 1,700+ engineers reveal where they actually research, evaluate, and buy — and
it’s not where you think.

1,700+ Engineers
95%+/-3  Confidence
9th Annual Study

9 Years

of longitudinal data

EETech + ECIA

research partnership

8 Languages

global survey reach

±3%

margin of error
WHAT THE DATA REVEALS

The findings that should change your entire media strategy.

For the first time in nine years of research, engineer behavior has fundamentally shifted. These aren’t subtle trends — they’re structural changes that demand a new playbook.

65%

Communities Beat Search Engines
Peer-driven engineering communities have overtaken Google as the #1 information source for working engineers.
The gap is widening
year-over-year.

29%

Performance Crushes Price
When specs are comparable, reliability and performance
(29%) decisively beats price (13%) as the top deciding
factor. Engineers are risk managers, not bargain shoppers.

52%

Editorial > Paid Search for Discovery
Engineers discover new products through editorial content more than search engines. Your SEO-first strategy is missing over half the discovery window.

90%+

Real
Decision-Makers
Over 90% of surveyed engineers are directly involved in purchasing decisions — specifying, recommending, or making the final call on component selection.

2.6x

Community Ranks Higher Than AI
Despite rapid AI adoption, communities rank 2.6× higher than LLMs as an information source. AI generates
answers — communities
generate trust.

64%

Content Engineers Want Most
In-depth technical articles
(64%) and hands-on build
guides (61%) are what
engineers crave — exactly
the content that thrives in
peer communities.
THE INFORMATION JOURNEY

Community at every stage of the engineer’s decision.

Stage 01
Problem
33% skills gap drives engineers to communities for missing expertise
STAGE 02
Research
Datasheets start the conversation. Communities complete it
STAGE 03
Discovery
72% visit editorial media; 49% visit forums for technical content
STAGE 04
Evaluate
Peers validate performance. 29% on reliability, only 13% on price
STAGE 05
Purchase
Decision made before Distribution. Communities are the real platform
STAGE 06
Share
Post-purchase reviews fuel the next engineer’s decision cycle
FROM EETECH’S 2025 ENGINEERING INSIGHTS REPORT

Search engines deliver results. Communities deliver trust. The companies that show up in these conversations are the ones winning design-ins.

INSIDE THE REPORT

25 pages of
data-driven insights you
can act on immediately.

Based on the largest annual survey of practicing engineers globally, this report maps the complete decision journey — with data for every stage.
The Great Shift
How and why communities overtook search engines — with year-over-year trend data.
6-Stage Journey Map
Every stage from problem ID to post-purchase — with source rankings and content preferences.
The AI Amplifier Effect
Why AI adoption is making community validation more important, not less.
5 Actionable Imperatives
Concrete strategy shifts for B2B marketers targeting engineering audiences.
Audience Quality Data
Purchasing authority, experience levels, and role breakdowns of community engineers.

90%+

Involved in purchase
decisions

55%

Have 15+ years
experience

410K+

Community members (PLCtalk & Electronics-Lab)

26%

Make the final
purchasing call
free download

The engineer’s journey has changed. Has your strategy?

Get SparkWire’s custom version of the 2025 Engineering Insights Report  — with the data, journey maps, and 5-point playbook to realign your marketing where engineers actually make decisions.
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