The Information SMB Cybersecurity Buyers Want Most

Pricing and compatibility with existing IT infrastructure top the list of information SMBs want when they shop for a cybersecurity solution. Pricing information is the most important to very small businesses, both are nearly equally important to small businesses, and midsize businesses want information on compatibility the most.

What SMBs want early in the cybersecurity buying process

Letters show statistically significant differences between company sizes at the 95% confidence level. For example, the (C) next to 46% means very small businesses are significantly more likely than midsize businesses to want pricing information.

How priorities shift by company size

• Compatibility jumps from 18% of very small businesses to 40% of small businesses and 38% of midsize businesses.
• Interest in pricing falls as companies grow, from 39% of small businesses to 30% of midsize businesses.
• Reviews matter most to very small businesses (33%), compared with 27% of small and midsize businesses.
• Midsize businesses lean a little more on independent research (22%) than smaller firms (17%).
• Demos draw steady interest across all sizes, at 18% to 21%.

For more on how SMBs shop, see how SMBs research before buying, the content that influences SMB purchase decisions and our guide to how to sell to SMBs.

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