What do software buyers expect from a good online buying experience? What influences their decisions to buy software online? Why do they cancel software subscriptions?
To find out, Cleverbridge and Ascend2 conducted a survey in June 2025 among 1,081 people from around the world who have bought software and/or a digital subscription online in the past 12 months.
Respondents say the things they expect most from a good software buying experience online are clear pricing and terms (53% say so), a secure and trustworthy process (48%), and fast, simple checkout (45%).
Buyers say the top things that influence their decision to buy software online are reviews or ratings (44% say so), a known brand or reputation (42%), discounts or promotions (40%), and clear product information (39%).
Buyers say the top factors that influence their decisions to cancel a software subscription are the expense (48% say so), a lack of use (39%), and finding a better alternative (39%).
About the research: The report was based on data from a survey conducted in June 2025 among 1,081 people from around the world who have bought software and/or a digital subscription online in the past 12 months.
