<2026 Latest> "BtoB Service Purchasing Behavior" Survey Results Released

Tomorrow Marketing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative: Tatsuya Takagi, hereinafter referred to as Tomorrow Marketing), which provides comprehensive support for partner-based marketing, conducted a "Survey on Purchasing Behavior for BtoB Services and Products" targeting 180 business professionals nationwide aged 25 to 62.

This survey investigated the number of options actually compared during the consideration of introducing BtoB services and products, the number of people involved in the decision-making process, the period until the introduction decision was made, the channels through which services were found, the points emphasized during comparison and consideration, the final decision-making factors, and the reasons for not being selected.

◾︎ Background of the Survey

When considering the introduction of BtoB services and products, purchasing managers and decision-makers compare candidate services based on various information to make a final decision on the introduction provider.

In recent years, opportunities for information gathering online, such as search results, comparison sites, company websites, and web media, have increased. On the other hand, offline touchpoints such as exhibitions/events, recommendations from acquaintances, and specialized magazines also play an important role in BtoB purchasing.

So, in current BtoB service and product purchasing behavior, which is the primary channel for finding services, online or offline? Also, when considering introduction, how many companies are compared, and what kind of information is emphasized to make the final introduction decision?

To clarify the reality of such BtoB purchasing behavior, Tomorrow Marketing conducted a "Survey on Purchasing Behavior for BtoB Services and Products" targeting 180 business professionals nationwide aged 25 to 62.

◾︎ Survey Results Highlights for "BtoB Service Purchasing Behavior"

The highlights of the survey results for "BtoB Service Purchasing Behavior," conducted on 180 individuals who responded to the "Survey on Business Person Behavior" targeting 1,000 people and indicated involvement in decision-making or candidate selection for BtoB service introduction, are as follows:

- When introducing BtoB services in a company, the average number of options actually compared was 2.9 companies (median: 3 companies).

- Regarding the channels where services for comparison were found, 63% responded "Online," which was more than offline channels such as exhibitions and events.

- Among those who responded "Online" as the channel where services for comparison were found, "comparison sites appearing in search results" and "the provider company's website" showed outstanding proportions.

- Among those who responded "Offline" as the channel where services for comparison were found, "recommendations from acquaintances" (52%) were the most common, followed closely by "exhibitions/events" (48%).

- The most emphasized points when selecting a service were "price" (71%) and "features of the product/service" (69%).

◾︎ "BtoB Service Purchasing Behavior" Survey Results

Part of the results are published in this release. The full survey results can be downloaded from the following URL.

https://tomorrow-marketing.co.jp/news/pr007-3/

<Request for Citation/Reproduction of Survey Results>

When citing these survey results, please include "Survey by Tomorrow Marketing Co., Ltd." as the source along with the article URL.

Q1. How many options did you compare when introducing a service?

The most frequent answer was "3 companies" at 40.4%, and when combined with "2 companies" at 26.6%, those who compared 2-3 companies accounted for 67.0%. On the other hand, 11.0% considered only "1 company," indicating that not all cases involve comparing multiple companies before introduction.

From these results, it can be seen that when considering the introduction of BtoB services, many purchasers compare about 2-3 companies as candidates. Therefore, it is considered important for companies to understand what information is required during the comparison stage and to organize and present information about service content, features, and post-introduction effects.

Q2. How many people were involved in the decision-making for service introduction?

The most common result was "I decided by myself" at 38.9%. On the other hand, "considered and decided by about 3-5 people" was 23.9%, and "management made the final decision" was 14.4%, indicating that a certain number of decision-making processes involve multiple people.

From these results, it can be seen that when considering the introduction of BtoB services, while there are cases where the person in charge makes the decision alone, there are also cases where it is considered by multiple people within the company, including management. Since the number and positions of people involved in decision-making vary by company, the information required during the introduction consideration is also thought to be non-uniform.

Q3. How long did it take from comparison and consideration to decision for service introduction?

The most common period from comparison and consideration to decision for service introduction was "1 week to less than 1 month" at 37.2%. Combined with "1 month to less than 3 months" at 33.3%, over 70% decided on introduction within 3 months.

From these results, it can be seen that when considering the introduction of BtoB services and products, decisions are often made in a relatively short period from the start of comparison and consideration. In particular, responses are concentrated in the range of less than 1 month to less than 3 months, and the period for introduction consideration tends not to be excessively long.

Q4. What were the channels through which you found the service?

The results for channels through which services for comparison were found were "Online" at 63.3% and "Offline" at 35.6%. While online channels accounted for the majority, offline touchpoints such as exhibitions/events and recommendations also accounted for a certain proportion.

From these results, it can be seen that when considering the introduction of BtoB services and products, cases of finding services online are common. On the other hand, there are also a certain number of cases where potential services are learned about through offline channels, suggesting that the channels through which purchasers become aware of services are not limited to online.

<Survey Overview>

Survey Period: May 1, 2026 (Fri) - May 2, 2026 (Sat)

Target Audience: Individuals who responded to the "Survey on Business Person Behavior" conducted on 1,000 people, stating "I have decision-making authority for BtoB service introduction in my company and also select introduction candidates myself" or "I do not have decision-making authority for BtoB service introduction in my company, but I select introduction candidates myself."

Demographics: A total of 180 men and women aged 25 to 62 nationwide, who are either company employees (full-time), executives/directors, or self-employed.

◾︎ Survey Results Summary

From the results of this survey, it was found that while online information gathering is the primary touchpoint for considering the introduction of BtoB services and products, offline touchpoints such as recommendations from acquaintances and exhibitions/events are still utilized.

Furthermore, during comparison and consideration, in addition to "price" and "features of the product/service," there is a tendency to also emphasize "case studies" and "support details." To get your service considered as a candidate, it is important to not only implement SEO measures and advertising strategies to be found during searches but also to clearly present information that serves as a basis for decision-making on your website and in sales materials.

Tomorrow Marketing, which provides comprehensive BtoB marketing support, offers "Comprehensive Marketing Support" that provides partner support from strategy design to measure execution, as well as "Web Advertising Operation/Partner Support Service" centered on Google and Yahoo! listing ads, and "SEO Content Creation/Consulting Service" that supports the necessary measures for SEO.

Companies facing challenges in strengthening BtoB marketing, SEO, advertising operations, or website improvement are encouraged to contact us.

<Free Consultation Here>

https://tomorrow-marketing.co.jp/contact-2/

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【SEO Services Offered by Tomorrow Marketing】

- Comprehensive Marketing Support: https://xn--thtomorrow-marketing-hr5s34azt.co.jp/service-advertisement

- Web Advertising Operation/Partner Support Service:

https://tomorrow-marketing.co.jp/service-advertisement

- SEO Content Creation/Consulting Service

https://tomorrow-marketing.co.jp/seo-service

◾︎ Company Overview

Tomorrow Marketing Co., Ltd.

Tomorrow Marketing Co., Ltd. is a marketing support company that provides all-in-one support from marketing strategies that are challenges for each company to individual measures.

We commit to our customers' business growth by providing all-in-one partner support that incorporates not only advertising operations and SEO strategies but also overall strategy, LP/site improvement, media direct advertising, MA, and other measures.

〈Company Name〉 Tomorrow Marketing Co., Ltd.

〈Location〉 Futaba Building 8b, Dogenzaka 1-16-6, Shibuya-ku, Tokyo

〈Representative〉 Tatsuya Takagi

〈URL〉 https://tomorrow-marketing.co.jp/

〈Business Contents〉

- Partner Support for BtoB Marketing

- SEO Consulting / Article Creation

- Advertising Operations / In-house Support