Technology buying decisions made by small businesses are influenced more by attitudes and beliefs than by demographic factors such as industry, revenue, and years in business, according to a recent report from Infusionsoft.

The study, which was based on a nationwide survey of nearly 1,200 small businesses with 25 or fewer employees and revenue of more than $100,000, identified four distinct types of small business technology buyers: Strivers, Customizers, Maximizers, and Supporters. Each group, segmented based on similar attitudes and beliefs, makes up roughly a quarter of all buyers.

Below, key insights and data points for each segment identified by the study.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji