Gartner Research

Doubling of Aggressive Technology Buyers Is an Opportunity for Ambitious IT Marketers

Published: 01 April 2013

ID: G00248619

Analyst(s): Rolf Jester


The proportion of IT buyers identifying themselves as "aggressive" technology adopters has doubled from 18% to 36% since 2010. IT and business service providers need revised marketing strategies now to seize the resulting opportunity.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • A doubling of self-assessed aggressive IT adopters creates opportunities for IT marketers to target a valuable segment that's spending now
    • Psychographic Segmentation: Targeting Organizations by Buying Behavior
  • The higher proportion of buyers self-identifying as aggressive will demand more creative and growth-oriented IT solutions from service providers
  • The increase in aggressive buyers means marketers using weak messaging will not stay relevant
  • The possibility of unrealistic self-assessment by buyers means IT marketers' approaches should be sensitive, sophisticated and specific

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.