When it’s decision time, which sources do buyers trust most?
Top trusted sources - N. America
EMEA
APAC
GenAI Chatbots
17.2%
15.8%
19.2%
13.4%
Software Review Sites
13.1%
12.4%
Peers/Colleagues
13%
12.4%
11.9%
12.6%
Vendor Sites
11.4%
13%
Market Research Firms
12.6%
9.7%
11.6%
Vendor Salesperson
9.3%
11.7%
8.7%
Independent Forums
8.4%
8.1%
8.3%
Industry Influencers
7.9%
9.7%
7.6%
Int. Supplier Portal
5.5%
8.1%
6.1%
2025 Buyer Behavior Report
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