2024 Global Software Buying Trends Report

Demand for business efficiency, AI functionality, and security drives buyers to invest in technology

In times of uncertainty, tighter budgets, and ever-evolving customer needs, it’s not easy for software providers to know where to focus to capture buyer demand and build lasting customer relationships.

This report aims to shed light on the trends most likely to impact SaaS marketing and sales teams in 2024, and provide actionable insights on how to adjust your strategies to accelerate growth. 

Explore the triggers, budgets, and challenges of software buying teams at global businesses across industries and sizes with exclusive insights from the Gartner Digital Markets’ 2024 Software Buying Behavior Survey of more than 2,400 business decision makers.

Download the report to learn:

  • Factors impacting software investment
  • What software buyers need to move forward in the purchase journey 
  • How reviews play a critical role in software selection 
  • What software providers can do to attract and retain customers
Key insights
  • 61% of businesses plan to increase technology investment in 2024 and 92% are considering AI-powered software.
  • When searching for software, the most important factors buyers care about are price (49%) and security (48%).
  • Reading reviews prior to purchase is important for 98% of buyers and 66% prefer reviews verified by a third party.

Download the report

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