If you're marketing to engineers, here's something that might surprise you: Control engineers and electronics engineers don't just work on different problems—they find information in fundamentally different ways.
EETech’s annual study of over 1,700 engineers revealed some eye-opening patterns about how these two groups research, evaluate, and ultimately make decisions. And if you're trying to reach both audiences with the same strategy? You're probably missing the mark with at least one of them.
Let's start with the common ground. Engineering forums and communities topped the list for both groups as their go-to information source during the design process. But here's where it gets interesting:
That seven-point gap might seem small, but it tells a bigger story when you look at where else these engineers are spending their time.
Both groups turn to search engines frequently—no surprise there. But electronics engineers are slightly more search-dependent (55%) compared to control engineers (53%). Where they go after that initial search? That's where the paths diverge dramatically.
Electronics engineers have a serious distributor habit. A full 50% regularly use distributor website searches during their design process. Control engineers? Only 23%. That's more than a 2:1 difference.
Meanwhile, control engineers are nearly even between manufacturer sites (50%) and distributor sites, showing they're more likely to go straight to the source.
The purchasing behavior differences are even more striking:
Electronics engineers love distributor sites. When asked about their preferred purchasing method:
Control engineers submit to procurement. Their top purchasing method?
This isn't just a preference—it reflects the different buying environments. Control engineers often work on large industrial systems with established procurement processes. Electronics engineers tend to have more direct purchasing autonomy, especially in prototyping and smaller-scale projects.
When asked what types of information engineers rely on most during design, both groups overwhelmingly said datasheets and specification sheets (80%+ for electronics, 85%+ for control). But after that, their priorities shift:
Electronics Engineers prioritize:
Control Engineers prioritize:
Electronics engineers are hunting for detailed technical implementation guidance. Control engineers need operational documentation and broader system context.
Here's something manufacturers should pay attention to. When engineers want to learn about new products and industry news, they go to different sources:
For technical content specifically:
For news and new product information:
The takeaway? Electronics engineers want deep technical content from manufacturers. Control engineers want curated news and peer discussions.
If you're selling to both audiences, you can't use a one-size-fits-all approach. Here's what the data suggests:
For Electronics Engineers:
For Control Engineers:
Control engineers and electronics engineers aren't just working on different technical problems—they're navigating entirely different information ecosystems. The engineers designing PLCs for a manufacturing plant and the engineers designing IoT sensor nodes are both called "engineers," but they might as well be shopping in different stores.
The manufacturers and distributors who recognize this divide and adapt their content, distribution, and sales strategies accordingly? They're the ones who'll actually reach these audiences where they are—not just where we assume they should be.
This blog scratches the surface of how control and electronics engineers make decisions. The full 2025 Engineering Insights Report includes:
Download the full 2025 Engineering Insights Report →
This analysis is based on the 2025 Engineering Insights Report, a global study of over 1,700 qualified control and electronics engineers conducted by EETech.
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