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Developer Marketing Survey 2019

  • ID: 4766780
  • Report
  • February 2019
  • 236 pages
  • Evans Data Corp
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Female Programmers Driven by Different Motives than Men

A survey of software developers' attitudes about the marketing tools and programs used to promote and sell products to them. Provides invaluable insight for your developer marketing campaign, including:

  • What are the psychographics that compel developers?
  • What are the demographics of the typical developer?
  • What web sites and search engines do developers visit most?
  • How do contests and gamification fit in the mix?
  • What are the natural price points and pricing elasticity of dev tools?
  • What is the most powerful influencer for developers?
  • Which marketing methods do they like most?...Which do they hate?

The Development Landscape
Creating a clear picture of the software development landscape and the space that your target demographics occupy is a prerequisite to forming an impactful messaging strategy and growing your platform. New material in this section explores what developers consider important when working as part of a team, their opinions regarding how closely teams should work, and their thoughts regarding being specialists vs. being “Jacks of all Trades.”

Creating Effective Advertising for Developers
It is one thing for an ad to be able to draw a developer’s attention. Motivating a developer to act on an ad is a more complicated matter. In this mostly new section, we highlight factors that can help you design an effective, developer-targeted, advertising campaign. Topics include developers’ pet peeves with marketing approaches, the types of ads that draw their attention, and what motivates them to click on various types of ads. We also look at factors that can influence how different developers respond to different types of ads, including responsiveness to in-stream or SMS ads based on age, and frequency of clicking on sponsored ads based on involvement with purchasing.

Getting Involved with Developer Communities
Fostering a development community is important to any technology, and understanding when and how your users meet in person can help you build more grassroots support for your brand. This section includes several new questions, including discussion surrounding involvement with in-person development communities, the importance of community support, and community activity surrounding technologies of interest.
 
Expanded Deep Dives on:

Purchasing and Tool Acquisition
Given the importance of a development team’s tools, it is unsurprising that developers themselves are regularly included in the decision-making process. In this section we take a closer look at the influence of brand on tools decisions, the restrictions developers face when it comes to tool selection, and why they might reject tools selected by their leadership. We also ask developers what annoys them about tools and platforms.

Designing Instructional Media to Attract Developers
Development topics and products are complex, and the burden is on the marketer to break down complex topics into easy-to-digest, step-by-step instruction. New material in this section explores the technical content developers find appealing, their preferred style of technical content, and what they look for in documentation.

Essential for product promotions, pricing and forecasting, media planning, and all your developer marketing needs.

For less than half the price of a single banner ad on most sites, this report will save you and your marketing budget money, time and effort on an exponential scale throughout the year. This is THE MOST important tool you can have for crafting an effective marketing campaign for developers.

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OVERVIEW

  • Objectives of the Survey
  • Survey Methodology
  • Research Design
  • Relative Rankings
  • The Sample – Software Developers

WHAT’S NEW

  • The EDC Panel
  • Multi-Client Survey Series
  • Custom Surveys
  • Targeted Analytics

EXECUTIVE SUMMARY

DEVELOPER DEMOGRAPHICS

  • Involvement with Software Development
  • Developer Segment
  • Developer Segment by Gender
  • Marital Status
  • Children
  • Developer Age
  • Regional Differences in Age (Trend)
  • Gender
  • Gender (Trend)
  • Views on Women Developers
  • Views on Women Developers by Gender
  • Job Title/Function
  • Developer Years Experience
  • Education
  • Importance of Education in Development
  • Importance of Education by Age
  • Entry into Development Field
  • Entry into Development Field by Gender

DEVELOPMENT LANDSCAPE

  • Company Size
  • Important Factors in Development Teams
  • Important Team Factors by Age
  • How Closely Should Teams Work?
  • Closeness of Teams by Age
  • Do Developers Like Being Jacks of All Trades?
  • Jacks of All Trades vs. Specialists by Age
  • Opportunity vs. Security
  • Opportunity vs. Security by Age
  • Established Company vs. Startup
  • Established Company vs. Startup by Age

MOTIVATIONS AND PSYCHOGRAPHICS

  • Why Do Developers Become Developers?
  • Reasons for Entering Development Field by Gender
  • What Drives Developers Now?
  • Developer Drivers by Gender
  • Developer Drivers by Age
  • Developers' Need to Evolve
  • Developers' Need to Evolve by Age
  • Most Worrisome Problem to Developers' Careers
  • Most Worrisome Problem by Age
  • Most Interesting Topics for Developers
  • Top Causes to Donate Time
  • Most Exciting Tech Disciplines Today
  • Most Exciting Tech Disciplines in the Future
  • Views on Robotics
  • Attitudes toward Robotics by Company Size
  • Views on Natural User Interfaces
  • Perceptions of NUI by Company Size

CREATING EFFECTIVE ADVERTISING FOR DEVELOPERS

  • Biggest Pet Peeve in Developer Marketing
  • Biggest Pet Peeve in Marketing by Involvement with Purchasing
  • What Types of Ads Will Draw Developers' Attention?
  • What Ads Draw Developers' Interest?
  • What Would Make Developers Click on Ads?
  • Responsiveness to In-Stream Ads
  • Responsiveness by Age
  • Advertising Visibility
  • Use of Blocking Software on Devices
  • Use of Blocking Software by Age
  • Sentiment toward SMS or Text-based Ads
  • Sentiment by Age
  • Preferred Information through SMS
  • Frequency of Clicking on Sponsored Ads in Search Results
  • Frequency of Sponsored Ad Clicks by Involvement with Purchasing
  • Location in Search Results

EVALUATING SOFTWARE AND THE PATH TO PURCHASE

  • Number of Evaluations Downloaded Last Year
  • Percentage of Evaluations Installed and Evaluated
  • Percentage of Evaluations Purchased
  • Limiting Evaluation Copies
  • Evaluation Time before Sales Calls
  • Evaluation Time before Sales by Involvement with Software Development
  • Suitable Number of Days for Time Bombs
  • Resources Used to Evaluate Tools
  • Importance of Various Factors on Purchase Decisions
  • Most Compelling Product Marketing Tools
  • Most Compelling Product Marketing Tools by Age
  • How to Tap into a Developer's Passion
  • How to Tap into Developers' Passions by Age
  • How to Tap into Developers' Passions by Gender

POSITIONING YOUR ORGANIZATION AS AN INFORMATION SOURCE

  • Where Do Developers Go for Technical Resources?
  • Where do Developers Go for Technical Resources by Age
  • Reasons for Visiting Technology Websites
  • Reasons for Visiting Technology Websites by Experience
  • Reasons for Visiting Vendor Websites
  • Reasons for Visiting Vendor Websites by Experience
  • Participation in Developer Website
  • Rewarding Developers for Site Participation
  • Most Effective Outreach Method
  • Most Effective Outreach Method (Trend)
  • Most Credible Source on Emerging Technologies
  • Most Credible Source on Emerging Technologies (Trend)
  • Most-liked Outreach Methods
  • Most-Liked Outreach Methods (Trend)
  • Most Appealing Technical Content
  • Most Appealing Content by Developer Segment
  • What Makes for Excellent Documentation?
  • Preferred Style of Technical Content
  • Preferred Style by Developer Segment
  • Using Virtual Assistants to Acquire Development Information
  • Primary Reasons for Engaging with Various Marketing Vehicles

PURCHASING AND TOOL ACQUISITION

  • Involvement with Purchasing Development Tools
  • Perception of Decision-Making Role
  • Perception of Decision-Making by Company Size
  • Influence of Brand on Tools Decisions
  • Influence of Brand by Company Size
  • Restrictions on Tool Selection
  • Use of Unsanctioned Tooling
  • Rejection of Leadership's Purchases
  • Rejection by Developer Segment
  • Why Are Tools Rejected?
  • Why Are Tools Rejected? By Developer Segment
  • Types of Technology Products Developers Purchase/Influence
  • Most Common License Structure
  • Views on Open Source Software
  • Views of Open Source by Company Size
  • Purchasing Authority Levels (Trend)
  • Purchasing Authority Levels by Developer Segment
  • Individual Annual Tools Expenditures
  • Individual Expenditures (Trend)
  • Individual Expenditures by Developer Segment
  • Typical Payment Methods
  • Channels for Tool Purchases
  • Biggest Annoyance with Tools
  • Biggest Annoyance with Tools by Experience
  • Biggest Annoyance with Platforms
  • Biggest Annoyance with Platforms by Experience

INDUSTRY THOUGHT LEADERSHIP

  • Most Developer-Centric Companies
  • Companies that Provide Excellent Tools and SDKs
  • Companies that Are Most Likely to Dominate their Industry
  • Most Innovative Companies
  • Best Companies to Fund Startups

KEY INFLUENCES IN DEVELOPER MEDIA

  • Best Online Technology Sites for Product Info and Reviews
  • Best Online Technology Sites for Deep Dives on Tech Subjects
  • Best Online Technology Sites for Reading Entertainment
  • Best Online Technology Sites for Tech Industry News
  • Preferred Form Factor for Reading Tech Articles
  • Preferred Form Factor by Age
  • Desire to Receive Push Notifications on the Phone
  • Desire for Push Notifications by Age
  • Most Likely Information Source for AI and Machine Learning
  • Most Likely Information Source for Cloud
  • Most Likely Information Source for Development Techniques and Best
  • Practices
  • Most Likely Information Source for Internet of Things
  • How Much Information Are Developers Willing to Provide Online?
  • When Do Developers Provide Correct Information?
  • Why Do Developers Provide Correct Information?

USING SOCIAL MEDIA TO RECRUIT DEVELOPERS

  • Most Used Interactive Communication Vehicles
  • Development-Specific Social Networking Groups
  • Development-Specific Social Networking Groups by Age
  • Development-Specific Social Networking Groups (Trend)
  • Why Developers Join Social Media Groups
  • Why Join Social Media Groups by Experience
  • LinkedIn Group Subscriptions
  • Use of Question-and-Answer Sites
  • Question and Answer Sites by Age
  • Reason for Participation in Social Developer Communities
  • Reason for Participation by Experience
  • Frequency of Visiting Social Media Sites:
  • For Personal Purposes
  • For Development Purposes
  • Why Developers Read Twitter
  • Why Read Twitter by Experience
  • Most Common Uses of Social Media for Professional Purposes
  • Who Are Developers Following on Social Media?

MARKETING WITH EMAIL, NEWSLETTERS, AND BLOGS

  • Why Developers Subscribe to Newsletters
  • Why Developers Subscribe by Experience
  • Number of Newsletter Subscriptions
  • How Often Should Newsletters Arrive?
  • Newsletter Subscriptions from Tech Media Sites
  • Do Developers Recognize Tracking Links?
  • Recognition by Purchasing Authority
  • Will Developers Click on Tracking Links?
  • Clicking on Tracking Links by Purchasing Authority
  • Reasons for Not Clicking on URLs
  • Reasons Not to Click by Age
  • Best Day of Week to Send Unsolicited Emails
  • Most Frequently Read Development Blogs
  • Most Frequently Read Blogs by Age
  • Sources Used to Find New Blogs
  • Why Do Developers Read Blogs?
  • Why Developers Read Blogs by Experience

USING WEBINARS AND VIDEOS FOR OUTREACH AND EDUCATION

  • Why Would Developers Watch Webcasts?
  • Motivation for Watching Webcasts by Experience
  • Why Would Developers Watch Videos?
  • Motivation for Watching Videos by Experience
  • Why Developers Attend Webinars
  • Optimum Length for Webinars
  • Sales Effectiveness of Webinars
  • Best Length for Instructional Videos
  • Videos for Case-study Presentations

DESIGNING INSTRUCTIONAL MEDIA TO ATTRACT DEVELOPERS

  • Preferred Consumption of Educational Content
  • Preferred Medium for Educational Content
  • Frequency of Reading Online Tutorials
  • Optimal Duration for a Tutorial
  • Likelihood of Sharing Tutorials
  • Likelihood of Sharing Tutorials by Company Size
  • Why Would Developers Take Tutorials?
  • Taking Tutorials by Experience
  • Training Methods
  • Training Methods by Experience
  • Impact of In-Person Training
  • Impact of In-Person Training by Company Size
  • Top Information Sources for Existing Technologies
  • Top Information Sources for Existing Technologies by Experience

GETTING INVOLVED WITH DEVELOPER COMMUNITIES

  • How Did Developers First Learn about the Communities They’re In?
  • Initial Information Sources about Communities (Trend)
  • Most Used Feature of a Developer Community
  • Code Contributions
  • Motivations for Contributing Code
  • Membership in In-Person Developer Communities
  • Frequency of Attending Community Meetings
  • Importance of Community Support in Technology Adoption
  • Importance of Community Support by Developer Segment
  • Community Activity for Technologies of Interest
  • Community Activity by Company Size
  • Cloud Access's Influence on Developer Programs
  • Cloud Access's Influence by Company Size

CREATING BUZZ WITH CODING CONTESTS AND HACKATHONS

  • Vendor Challenge Contests – Online or In-Person?
  • Do Developers Like Online Contests?
  • Are Males or Females More Likely to Like Contests?
  • How Long Should a Coding Challenge Last?
  • Incentives Motivating Contest Participation
  • Incentives Motivating Contest Participation (Trend)
  • Hackathons and Code Camps Attended in Past Year
  • Motivation for Attending a Hackathon
  • Motivation for Attending a Hackathon by Age
  • Important Elements of Hackathons

PROMOTING INTERACTION WITH CONFERENCES AND EVENTS

  • Most Popular Types of Vendor-Sponsored Events
  • Most Popular Types of Vendor Events Last Year by Gender
  • Most Popular Anticipated Events by Gender
  • Likelihood of Attending a Code Lab
  • Likelihood of Code Lab Attendance by Developer Segment
  • Factors Influencing Code Lab Attendance
  • Influencing Factors by Developer Segment
  • Number of Conferences Attended
  • Specific Conferences Attended
  • Importance of Various Conference/Trade Show Activities
  • Video Replays of Conferences
  • Video Replays by Age
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Amid a push to get more women into STEM careers, this newly released Developer Marketing 2019 survey report found significant differences in the reasons for entering the software development industry as well as most important career driver between women and men. The plurality of women (33%) said the most important driver in their development work was personal curiosity and interest in the technologies they use, whereas this was true of only 22% of men. The men’s answers were more wide ranging but they were more likely than women to be motivated by a desire to aid their companies or to contribute to a community.

When it came to the primary reason for entering the software development world in the first place, the women’s top answer with 30% was to “develop my skills and challenge myself”. While a quarter of the men said their reason for becoming a developer stemmed from personal curiosity, they were much more likely than the women to site a need for development skills to support a startup or new business.

“While both men and women are wonderfully suited to technology, the actual motivations for entering the field and for staying in the field differ,” said Janel Garvin, CEO “We should bear this in mind as we try to encourage women to become developers. They are more interested in personal skills development and challenges and these are the things we need to play up when recruiting women into STEM careers”

The Developer Marketing Survey 2019 is an annual survey and report on developer demographics, psychographics and receptivity to marketing techniques. It includes sections on Demographics, Psychographics, Influencers, Motivations, Creating Effective Ads, Evaluation Software, Purchasing Journey and Authority, Information sources, Thought leadership, Emails, Newsletters and Blogs, Instructional materials, Hackathons and events, and much more.

Note: Product cover images may vary from those shown
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Overview

This survey gives a comprehensive view of the attitudes, adoption patterns and intentions of developers in relation to marketing. The researcher wishes to make this survey series as valuable as possible to our clients; thus, we solicit input from subscribers prior to the publication of each volume. This subscriber input is incorporated into the content of the survey, providing answers and insight into issues of interest to our clients.

Survey Methodology

This survey series is completed entirely online. Developers from the International Panel of Developers were sent invitations to participate and complete the survey online. Incentives for completing the survey are the ability to influence tool makers and receive points that build up and can be used to redeem cash cards. 
 
RESEARCH DESIGN

The survey research method is the basic research design. The questionnaire  for this survey is constructed for developers actively involved with developing a variety of applications using a wide variety of technologies. An e-mail invitation was sent out to software developers inviting them to come to the survey site, fill out the survey online, and register for the drawing. Verbatim of any appreciable length was not used in this volume. Answers were compiled in SPSS.
 
RELATIVE RANKINGS
 
In order to facilitate better at-a-glance comprehension of complex data sets, the researcher provides relative ranking tables next to summary sheets. These rankings have a numerical weighting for the various categories. For example, in a question where the possible answers are w, x, y, and z, w is multiplied by 3, x by 2, y by -2, and z by -3. The sum of these comprises the relative ranking for the category in question. The results are then sorted, from highest ranking to lowest, to give a closer comparison.

THE SAMPLE – SOFTWARE DEVELOPERS

This survey consists of 539 in-depth interviews conducted with English-speaking developers. This provides a margin of error of 4.2%.

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