How IT Buyers’ Researching Behaviors Have Changed


The COVID-19 pandemic led IT buyers to spend more time learning about tech solutions last year and also led more buyers to rely on webinars while researching, according to a recent report from Kingpin.

The research was based on data from two surveys of 183 IT decision-makers based in EMEA and the United States. The first survey was conducted in June 2020, and the second in December 2020.

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


The share of IT decision-makers who said they typically rely on webinars when researching solutions jumped from 26% in June 2020 to 43% in December 2020.

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



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