Serious IT buyers are warming to so-called “Web 2.0” technologies, according to a survey.

But CIOs would prefer to buy these emerging technologies in suites from larger incumbent vendors, rather than from smaller start-ups, the survey found.

Forrester Research polled 275 IT buyers in June, and found about 16 percent who said they are hearing about Web 2.0 from vendors all the time. Half said vendors pitch Web 2.0 technologies to them from time to time. About 20 percent are hearing about it rarely and 11 percent reported they haven't been pitched Web 2.0 technologies by their vendors.

Almost all respondents, 97 percent, said they were familiar with Web 2.0, which is a category of technologies that includes wikis, blogs, RSS, podcasts, content tagging and social networking, according to Forrester. The research firm said as the market grows it will consolidate, which could please enterprise CIOs.

Forrester earlier this year polled about 120 enterprise CIOs about the Web 2.0 market and found consolidation is ideal for their plans with the technologies. "The enterprise Web 2.0 market is beginning to consolidate" and polled CIOs "couldn't be happier," Forrester reports.

"Overall, 61 percent of respondents indicated that they would prefer both a suite solution and a large incumbent vendor," Forrester concluded. "The deck appears to be stacked against small pure-play vendors. Integration issues, longevity concerns and the occasional lack of polish send CIOs looking for other options."

Nearly three-quarters of the 120 CIOs polled in March said they would be more interested in Web 2.0 technologies if they were offered as a suite, Forrester said, pointing to "the Web 2.0 snowball effect" in which the adoption of many Web 2.0 technologies follows the successful use of one. These CIOs wanted to see the technologies integrated because of the cost and time associated with doing the integration in-house.

They also want the technologies integrated into their back-end systems, which leads them to want to see Web 2.0 suites from incumbent vendors. Forrester found that 93 percent of the CIOs using six Web 2.0 technologies would rather get the products from such vendors as Microsoft, IBM or Oracle than from smaller, pure-play vendors, such as Socialtext, NewsGator or MindTouch.

"Few CIOs view Web 2.0 as a passing fad, and, as a result, most are not ready to hitch their wagon to a small vendor that may not exist in three to five years - even if it might have better technology," Forrester said.