The time of leaning on technology primarily as a cost cutting aid appear to be coming to an end with customers looking to IT as a means to support growth.
The cost-cutting emphasis had been a feature of the recession but according to the latest Pearlfinders Q1 Technology Index, which monitors trends and opinions in the IT world, it is now the lowest priority.
Customers continue to look for technology to deliver efficiency but supporting growth is the highest requirement.
"Compared to Q1 2010, this quarter has seen a total collapse in the number of decision-makers investing in IT projects for reasons of cost cutting," stated the report.
"Sustainability and efficiency drives remain good reasons to be pitching IT solutions to your prospects," Pearlfinders advised resellers.
The latest index also indicatded that in terms of wise targets resellers should be concentrating their efforts on the manufacturing sector which is the most active in terms of buying technology over the last quarter.
It was followed by the retail and professional services space but the public sector andf financial services sectors were weaker places to seek out potential business.
Cloud computing overtook virtualisation as the most in demand technology with the appetite for unifedcomms and collaboration tools dropping year on year compared to Q1 2010.
"While cloud-based services are vnow percieved to offer a secure, cost-effective alternative to locally hosted solutions, concerns remain over the shift in working practices required to make the most of such set-ups," stated the Index.