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Sophistication is a crucial issue in SMB technology adoption – but it is often overlooked, and even when it is not, it is poorly defined and quantified. This report provides the insight needed to align SMB targets and strategies with highest-potential segments. This report is based on a stratified and statistically-significant sample of US SMBs. Surveys were conducted by telephone by Techaisle. Once the survey was complete, Techaisle conducted statistical analysis of respondents, using a combination of variables and correlations with other conditions within the business to assign respondents to one of four IT sophistication segments.
‘The’ IT market is comprised of many segments: large enterprises act at a different pace than SMBs. The ‘run rate’ revenue in the IT industry is attributable to products that are mature, accessible to buyers in all segments. In many cases, the IT industry focuses on new product categories (e.g., IoT) appealing to sophisticated buyers as growth drivers. For the most part, adoption begins in large accounts, and ‘filters down’ into SMBs over time. Techaisle research demonstrates that the SMB market is not a monolith – and provides the insight needed to quantify and target advanced adopters within the SMB community.
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