Ash Nallawalla's blog

Global 2010 SME Technology Purchasing Survey Results

Last month I alerted you to a global survey of small-to-medium enterprises (SMEs), which the Americans refer to as Small-to-Medium Businesses (SMBs) conducted by IvyWorldwide.

Top-level findings are as follows:

  • Search is first consideration for SMB buyers: When building a criteria for a technology purchases, they largely start with search (49%)
  • SMBs lean heavily on word-of-mouth referral such as third-party reviews (35%) or blogs and forums (34%)
  • SMBs act like value-conscious consumers when buying technology: Price (33%) and third-party referral (25%) strongly influence decisions; in addition, a significant quantity (18%) focus on potential dual-utility for both business and personal use
  • Traditional media, Twitter and Facebook not a factor in purchases: SMBs use traditional media (9%) and Twitter/Facebook (5%) minimally when making buying decisions
  • 70% tend to purchase online
  • Large companies miss the mark when marketing to SMBs: 75% feel they’re not effectively marketed to by the companies that target them
  • * Most SMB purchasers do not have a specific technology brand in mind when seeking information

Click here to download the survey in PDF format.

Ash Nallawalla

Search strategist experienced in large, complex websites. Ash's Google+ profile

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