Marketing

How the research behavior of IT buyers changed in 2020

how-the-research-behavior-of-it-buyers-changed-in-2020

The COVID-19 pandemic has seen IT buyers spend more time learning about tech solutions over the past year and more buyers relying on webinars for research, according to a recent report from Kingpin.

The study is based on data from two surveys of 183 IT decision makers in EMEA and the US. The first survey was conducted in June 2020 and the second in December 2020.

Around 54% of respondents said the time they spent researching technology solutions increased in 2020, 24% said it stayed the same and 22% said it went down.

The proportion of IT decision makers who said they typically rely on webinars to find solutions rose from 26% in June 2020 to 43% in December 2020.

About research: The report is based on data from two surveys of 183 IT decision makers in EMEA and the US. The first survey was conducted in June 2020 and the second in December 2020.

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Jeffrey Rabinowitz