Rethinking your 2021 SMB strategy: COVID-19 survey insights for IT vendors

16 March 2021 | SMB IT

Tom Rebbeck | Li Lin | Karthik Pannala

Survey report | PDF | SME Services| Enterprise Services| Business Applications| Cyber Security| Devices and Peripherals| Infrastructure| IT and Managed Services| UC and Digital Services

"SMBs have been divided in their response to COVID-19. Some have been able to adapt, often aggressively adopting new technologies, while others have had to focus on cutting costs."


Analysys Mason surveyed nearly 2000 small and medium-sized businesses (SMBs) in 2021 to understand how they have managed the COVID-19 crisis to date and what their post-pandemic plans are.

The results provide insights into:

  • current SMB operating conditions
  • SMBs' current and planned technology usage and spend
  • the services and support needed by SMBs from vendors.

They will help IT vendors to:

  • identify which types of SMB to target and with which products and services
  • understand SMBs' technology priorities now and once the pandemic eases
  • understand the differences between SMBs' needs in different countries
  • find the growing opportunity for offering managed services.

Overview of the differences between SMBs that have adapted to the pandemic and those that have cut costs


The survey focuses on SMBs in four high-income countries, but the results are likely to be relevant for other high-income and many middle-income markets worldwide. Our conversations with vendors and operators indicate that SMBs are responding in a similar way in many different countries.

Geographical coverage and survey sample

Geographical coverage   Sample
  • Australia
  • Canada
  • UK
  • USA


  • Small businesses (1–99 employees): 1204
  • Medium-sized businesses (100–999 employees): 666
  • Vertical sectors:
    • Agriculture, mining, transportation, utilities and construction (AMTUC)
    • manufacturing
    • IT and communications
    • wholesale/retail
    • Finance, insurance and real estate (FIRE)
    • professional business services
    • other services

Free reports providing the results of our 2021 SMB COVID-19 survey

All countries high-level overview Australia Canada UK USA

Webinar – SMB IT spending: what vendors need to know about the post-pandemic digital landscape

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Tom Rebbeck

Partner, expert in TMT consumer and business services

Li Lin

Senior Analyst

Karthik Pannala

Principal Analyst