In December 2020, Gartner Digital Markets surveyed 1,000 business leaders across 15 countries* as part of the 2021 Software Global Outlook survey, to better understand how the sales and marketing landscape shifted, which technology trends that began as a reaction to COVID-19 took root as permanent business practices, and how businesses reimagined customer acquisition and retention.
A detailed analysis of the entire survey can be found in “Global Software Trends for 2021: A New and Normal Future.” Covered trends include technology purchases, business strategy prioritization, and consumer preferences for interactions in their primary language.
Among questions about technology adoption and business practices, survey respondents were asked how brand familiarity affected their likelihood of making a new software purchase. Their responses signal potential incentive for software providers to prioritize brand recognition. Here's what the survey revealed.