B2B Panel Statistics 2026: Business Professionals and IT Decision-Makers by Country

Name: Global Vox Populi B2B and IT decision-maker panel statistics 2026
Creator: Global Vox Populi

These statistics describe the Global Vox Populi B2B research panel of working professionals, broken down by job function, seniority and industry, and the IT decision-maker (ITDM) segment within it, broken down by IT role, decision role, technology remit and company size.

Updated October 2026170 countriesFree to citeCSV download

Source: Global Vox Populi panel coverage records · Updated October 2026 · 170 countries

Panel members4,912,638business professionals

Countries170with panel coverage

Largest countryChina462,720 (9.4%)

Largest regionEast Asia18.1% of the panel

Where the B2B and IT decision-maker panel is

Panel size by country. Hover for figures, click a country to see its breakdown.

Key statistics

The Global Vox Populi B2B and IT decision-maker panel has 4,912,638 business professionals in 170 countries (October 2026).
China has the most (462,720, 9.4% of the total), followed by Japan, India, the United States and Italy. Together the top five countries hold 27.4%.
By region, East Asia is the largest (18.1%), followed by Western Europe (13.2%) and Sub-Saharan Africa (12.1%).
The median country panel has 13,154 business professionals; 102 countries have 10,000 or more.
By function, the largest group is Sales & Business Development (15.0%), then Operations (12.0%).
By seniority, the largest group is Executive / Officer / Specialist (IC) (46.0%), then Manager / Senior Manager (30.0%).
By industry, the largest group is IT & Software / ITeS (14.0%), then Manufacturing (13.0%).
By IT role, the largest group is IT Manager (18.9%), then Software / Dev Lead (14.6%). Its share is highest in Greece (27.0%).
674,436 members (13.7%) are IT decision-makers.

Countries with the most business professionals

Top 20 countries

Panel size

China462,7209.4%

Japan287,4965.9%

India242,3424.9%

United States213,6194.3%

Italy140,9122.9%

South Korea132,8552.7%

Indonesia118,7752.4%

Spain118,2702.4%

Russia116,0002.4%

Canada99,8212.0%

Nigeria88,9671.8%

Colombia88,6211.8%

Kenya88,5771.8%

Brazil88,5671.8%

Argentina73,8411.5%

Bangladesh70,6701.4%

Australia67,9791.4%

Saudi Arabia65,1331.3%

Morocco62,7971.3%

Uzbekistan62,5301.3%

By region

Region	Panel members	Share	Countries
East Asia	888,994	18.1%	4
Western Europe	648,432	13.2%	23
Sub-Saharan Africa	593,123	12.1%	44
Latin America & Caribbean	569,043	11.6%	27
Middle East & North Africa	469,514	9.6%	20
Central & Eastern Europe	427,176	8.7%	22
South Asia	417,476	8.5%	7
Southeast Asia	353,947	7.2%	11
North America	313,440	6.4%	2
Central Asia	138,907	2.8%	5
Oceania	92,586	1.9%	5

Breakdown of the B2B and IT decision-maker panel

Showing

Function

All countries

Sales & Business Development736,89115.0%

Operations589,51612.0%

IT & Technology540,38711.0%

Finance & Accounts491,27210.0%

Marketing442,1449.0%

Manufacturing / Production393,0108.0%

Human Resources393,0108.0%

Supply Chain & Procurement343,8857.0%

General Management / Executive343,8857.0%

Customer Service / Support245,6275.0%

R&D / Engineering196,5074.0%

Admin / Facilities122,8162.5%

Legal & Compliance73,6881.5%

Seniority

All countries

Owner / C-Suite393,0108.0%

VP / Director / Head786,02516.0%

Manager / Senior Manager1,473,79630.0%

Executive / Officer / Specialist (IC)2,259,81346.0%

Industry

All countries

IT & Software / ITeS687,76914.0%

Manufacturing638,63913.0%

BFSI (Banking, Fin. Svcs, Insurance)589,51612.0%

Retail & Wholesale / FMCG491,27210.0%

Healthcare & Pharma393,0108.0%

Professional Services / Consulting393,0108.0%

Construction & Real Estate343,8857.0%

Education294,7586.0%

Telecom & Media245,6275.0%

Energy & Utilities245,6275.0%

Logistics & Transport245,6275.0%

Government / Public Sector196,5074.0%

Hospitality & Travel147,3823.0%

IT role

All countries

CIO / CTO52,8007.8%

IT Director / Head of IT89,98113.3%

IT Manager127,51318.9%

Infrastructure / Network94,57614.0%

Security / CISO67,19410.0%

Data & Analytics86,43412.8%

Software / Dev Lead98,35714.6%

Cloud / DevOps57,5818.5%

Base: ITDM panelists

Decision role

All countries

Final approver148,40822.0%

Recommender / Evaluator251,93537.4%

Influencer167,60924.9%

Budget-holder106,45515.8%

Base: ITDM panelists

Primary technology remit

All countries

Hardware86,16112.8%

Software / SaaS169,56225.1%

Cloud / Infra142,07221.1%

Cybersecurity108,53716.1%

Networking69,47510.3%

Data / AI66,9209.9%

Telecom31,7014.7%

Base: ITDM panelists

Company size

All countries

SME263,64039.1%

Mid-market229,76634.1%

Enterprise181,01526.8%

Base: ITDM panelists

Compare countries

Pick up to five countries to compare their B2B and IT decision-maker panel side by side.

B2B professionals by country: full table

Rank	Country	Region	Panel members	Share
1	China	East Asia	462,720	9.42%
2	Japan	East Asia	287,496	5.85%
3	India	South Asia	242,342	4.93%
4	United States	North America	213,619	4.35%
5	Italy	Western Europe	140,912	2.87%
6	South Korea	East Asia	132,855	2.70%
7	Indonesia	Southeast Asia	118,775	2.42%
8	Spain	Western Europe	118,270	2.41%
9	Russia	Central & Eastern Europe	116,000	2.36%
10	Canada	North America	99,821	2.03%
11	Nigeria	Sub-Saharan Africa	88,967	1.81%
12	Colombia	Latin America & Caribbean	88,621	1.80%
13	Kenya	Sub-Saharan Africa	88,577	1.80%
14	Brazil	Latin America & Caribbean	88,567	1.80%
15	Argentina	Latin America & Caribbean	73,841	1.50%
16	Bangladesh	South Asia	70,670	1.44%
17	Australia	Oceania	67,979	1.38%
18	Saudi Arabia	Middle East & North Africa	65,133	1.33%
19	Morocco	Middle East & North Africa	62,797	1.28%
20	Uzbekistan	Central Asia	62,530	1.27%
21	Poland	Central & Eastern Europe	61,685	1.26%
22	Malaysia	Southeast Asia	61,173	1.25%
23	Ukraine	Central & Eastern Europe	61,021	1.24%
24	Mexico	Latin America & Caribbean	53,902	1.10%
25	Germany	Western Europe	50,615	1.03%
26	Egypt	Middle East & North Africa	48,047	0.98%
27	Philippines	Southeast Asia	47,542	0.97%
28	Netherlands	Western Europe	44,658	0.91%
29	United Kingdom	Western Europe	42,758	0.87%
30	Vietnam	Southeast Asia	42,627	0.87%
31	Iran	Middle East & North Africa	40,363	0.82%
32	Pakistan	South Asia	39,310	0.80%
33	France	Western Europe	39,294	0.80%
34	UAE	Middle East & North Africa	37,285	0.76%
35	Sri Lanka	South Asia	36,767	0.75%
36	Turkey	Middle East & North Africa	36,547	0.74%
37	Kazakhstan	Central Asia	33,627	0.68%
38	Chile	Latin America & Caribbean	32,813	0.67%
39	Guatemala	Latin America & Caribbean	30,023	0.61%
40	Ecuador	Latin America & Caribbean	29,967	0.61%
41	Romania	Central & Eastern Europe	29,667	0.60%
42	Thailand	Southeast Asia	28,896	0.59%
43	Ethiopia	Sub-Saharan Africa	28,753	0.59%
44	Belgium	Western Europe	28,586	0.58%
45	Cote d'Ivoire	Sub-Saharan Africa	28,499	0.58%
46	Peru	Latin America & Caribbean	28,253	0.58%
47	Ghana	Sub-Saharan Africa	27,811	0.57%
48	South Africa	Sub-Saharan Africa	27,455	0.56%
49	Czechia	Central & Eastern Europe	26,880	0.55%
50	Nepal	South Asia	26,587	0.54%
51	Sweden	Western Europe	26,011	0.53%
52	Cameroon	Sub-Saharan Africa	25,655	0.52%
53	Portugal	Western Europe	24,977	0.51%
54	Greece	Western Europe	23,820	0.48%
55	Israel	Middle East & North Africa	23,437	0.48%
56	DR Congo	Sub-Saharan Africa	23,189	0.47%
57	Austria	Western Europe	22,600	0.46%
58	Switzerland	Western Europe	22,433	0.46%
59	Bolivia	Latin America & Caribbean	20,506	0.42%
60	Tunisia	Middle East & North Africa	20,441	0.42%
61	Algeria	Middle East & North Africa	19,918	0.41%
62	Jordan	Middle East & North Africa	18,947	0.39%
63	Zambia	Sub-Saharan Africa	18,874	0.38%
64	Dominican Republic	Latin America & Caribbean	18,692	0.38%
65	Iraq	Middle East & North Africa	18,560	0.38%
66	Honduras	Latin America & Caribbean	18,121	0.37%
67	Tajikistan	Central Asia	17,664	0.36%
68	Azerbaijan	Central & Eastern Europe	17,377	0.35%
69	Angola	Sub-Saharan Africa	16,296	0.33%
70	Cambodia	Southeast Asia	16,209	0.33%
71	Senegal	Sub-Saharan Africa	16,162	0.33%
72	Singapore	Southeast Asia	16,060	0.33%
73	Kuwait	Middle East & North Africa	15,966	0.32%
74	Hungary	Central & Eastern Europe	15,342	0.31%
75	Tanzania	Sub-Saharan Africa	14,912	0.30%
76	Mozambique	Sub-Saharan Africa	14,867	0.30%
77	Denmark	Western Europe	14,524	0.30%
78	Belarus	Central & Eastern Europe	14,400	0.29%
79	Slovakia	Central & Eastern Europe	14,246	0.29%
80	Zimbabwe	Sub-Saharan Africa	14,187	0.29%
81	Madagascar	Sub-Saharan Africa	14,085	0.29%
82	Norway	Western Europe	14,001	0.28%
83	Finland	Western Europe	13,359	0.27%
84	Ireland	Western Europe	13,323	0.27%
85	Turkmenistan	Central Asia	13,233	0.27%
86	New Zealand	Oceania	13,075	0.27%
87	Myanmar	Southeast Asia	12,847	0.26%
88	Guinea	Sub-Saharan Africa	12,767	0.26%
89	Benin	Sub-Saharan Africa	12,627	0.26%
90	Rwanda	Sub-Saharan Africa	12,423	0.25%
91	Kyrgyzstan	Central Asia	11,853	0.24%
92	Paraguay	Latin America & Caribbean	11,621	0.24%
93	Nicaragua	Latin America & Caribbean	11,577	0.24%
94	Niger	Sub-Saharan Africa	11,108	0.23%
95	Venezuela	Latin America & Caribbean	10,873	0.22%
96	Haiti	Latin America & Caribbean	10,855	0.22%
97	Oman	Middle East & North Africa	10,805	0.22%
98	Qatar	Middle East & North Africa	10,647	0.22%
99	Uganda	Sub-Saharan Africa	10,638	0.22%
100	Bulgaria	Central & Eastern Europe	10,470	0.21%
101	El Salvador	Latin America & Caribbean	10,426	0.21%
102	Serbia	Central & Eastern Europe	10,288	0.21%
103	Papua New Guinea	Oceania	9,817	0.20%
104	Yemen	Middle East & North Africa	9,230	0.19%
105	Lebanon	Middle East & North Africa	8,918	0.18%
106	Chad	Sub-Saharan Africa	8,766	0.18%
107	Costa Rica	Latin America & Caribbean	8,461	0.17%
108	Togo	Sub-Saharan Africa	8,400	0.17%
109	Panama	Latin America & Caribbean	7,389	0.15%
110	Laos	Southeast Asia	7,288	0.15%
111	Lithuania	Central & Eastern Europe	7,142	0.15%
112	Libya	Middle East & North Africa	6,987	0.14%
113	Georgia	Central & Eastern Europe	6,013	0.12%
114	Burundi	Sub-Saharan Africa	5,940	0.12%
115	Mongolia	East Asia	5,923	0.12%
116	Croatia	Central & Eastern Europe	5,789	0.12%
117	Syria	Middle East & North Africa	5,445	0.11%
118	Uruguay	Latin America & Caribbean	5,333	0.11%
119	Slovenia	Central & Eastern Europe	5,217	0.11%
120	Bahrain	Middle East & North Africa	5,140	0.10%
121	Mali	Sub-Saharan Africa	5,125	0.10%
122	Namibia	Sub-Saharan Africa	5,055	0.10%
123	Burkina Faso	Sub-Saharan Africa	5,047	0.10%
124	Palestine	Middle East & North Africa	4,901	0.10%
125	Jamaica	Latin America & Caribbean	4,842	0.10%
126	Liberia	Sub-Saharan Africa	4,809	0.10%
127	Bosnia and Herzegovina	Central & Eastern Europe	4,774	0.10%
128	Moldova	Central & Eastern Europe	4,753	0.10%
129	Malawi	Sub-Saharan Africa	4,667	0.09%
130	Latvia	Central & Eastern Europe	4,542	0.09%
131	Mauritania	Sub-Saharan Africa	4,427	0.09%
132	Albania	Central & Eastern Europe	4,393	0.09%
133	Sudan	Sub-Saharan Africa	4,359	0.09%
134	Botswana	Sub-Saharan Africa	4,237	0.09%
135	Gabon	Sub-Saharan Africa	4,215	0.09%
136	Sierra Leone	Sub-Saharan Africa	3,807	0.08%
137	Cyprus	Western Europe	3,753	0.08%
138	Estonia	Central & Eastern Europe	3,345	0.07%
139	North Macedonia	Central & Eastern Europe	2,847	0.06%
140	Trinidad and Tobago	Latin America & Caribbean	2,523	0.05%
141	Gambia	Sub-Saharan Africa	2,381	0.05%
142	Lesotho	Sub-Saharan Africa	2,142	0.04%
143	Mauritius	Sub-Saharan Africa	2,075	0.04%
144	Central African Republic	Sub-Saharan Africa	2,033	0.04%
145	Guinea-Bissau	Sub-Saharan Africa	1,953	0.04%
146	Luxembourg	Western Europe	1,800	0.04%
147	Equatorial Guinea	Sub-Saharan Africa	1,747	0.04%
148	Fiji	Oceania	1,534	0.03%
149	Malta	Western Europe	1,453	0.03%
150	Brunei	Southeast Asia	1,321	0.03%
151	Timor-Leste	Southeast Asia	1,209	0.02%
152	Eswatini	Sub-Saharan Africa	1,130	0.02%
153	Djibouti	Sub-Saharan Africa	1,079	0.02%
154	Iceland	Western Europe	1,026	0.02%
155	Maldives	South Asia	1,026	0.02%
156	Montenegro	Central & Eastern Europe	985	0.02%
157	Cabo Verde	Sub-Saharan Africa	870	0.02%
158	Bhutan	South Asia	774	0.02%
159	Comoros	Sub-Saharan Africa	773	0.02%
160	Guyana	Latin America & Caribbean	758	0.02%
161	Belize	Latin America & Caribbean	400	0.01%
162	Bahamas	Latin America & Caribbean	373	0.01%
163	Seychelles	Sub-Saharan Africa	234	0.00%
164	Samoa	Oceania	181	0.00%
165	Saint Lucia	Latin America & Caribbean	173	0.00%
166	Liechtenstein	Western Europe	99	0.00%
167	Saint Vincent and the Grenadines	Latin America & Caribbean	88	0.00%
168	Monaco	Western Europe	80	0.00%
169	San Marino	Western Europe	80	0.00%
170	Saint Kitts and Nevis	Latin America & Caribbean	45	0.00%

Definitions

B2B panel member: A working professional profiled by function, seniority and industry.
IT decision-maker (ITDM): A B2B panel member who makes, recommends or influences decisions on IT purchases. ITDM breakdowns use the ITDM count as their base.

About this data

Figures come from Global Vox Populi's proprietary panel coverage records and show panel membership as of October 2026. They describe the people available on the Global Vox Populi panel, not the total population of business professionals in each country. Countries without current panel coverage are not listed. Totals across different Global Vox Populi panels should not be added together, because some people belong to more than one panel.

For live panel coverage and feasibility for a specific study, see the B2B and IT decision-maker panel explorer or use the survey feasibility calculator.

Frequently asked questions

How many business professionals are on the Global Vox Populi panel?

4,912,638 business professionals across 170 countries, as of October 2026.

Which country has the most business professionals on the panel?

China (462,720), followed by Japan (287,496) and India (242,342).

How many business professionals are on the panel in the United States?

213,619, ranking 4 of 170 countries (4.35% of the panel).

How many business professionals are on the panel in the United Kingdom?

42,758, ranking 29 of 170 countries (0.87% of the panel).

How many business professionals are on the panel in Germany?

50,615, ranking 25 of 170 countries (1.03% of the panel).

How many business professionals are on the panel in Japan?

287,496, ranking 2 of 170 countries (5.85% of the panel).

How many business professionals are on the panel in India?

242,342, ranking 3 of 170 countries (4.93% of the panel).

How many business professionals are on the panel in Brazil?

88,567, ranking 14 of 170 countries (1.80% of the panel).

Can I use these statistics in my article or report?

Yes. Please credit "Global Vox Populi, B2B and IT decision-maker panel statistics, October 2026" and link to this page.

How often are these figures updated?

They are taken from Global Vox Populi's panel coverage records and refreshed periodically. The date at the top of the page shows when they were last updated.

Cite or link to this data

These statistics are free to use in articles, reports and presentations with a credit to Global Vox Populi and a link to this page.

Global Vox Populi (2026). B2B and IT decision-maker panel statistics 2026. October 2026. https://globalvoxpopuli.com/statistics/b2b-panel-statistics/

<a href="https://globalvoxpopuli.com/statistics/b2b-panel-statistics/">B2B and IT decision-maker panel statistics 2026</a> (Global Vox Populi, October 2026)

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More panel statistics

All panel statistics · Panel coverage by country

B2B Panel Statistics 2026: Business Professionals and IT Decision-Makers by Country

Where the B2B and IT decision-maker panel is

Key statistics

Countries with the most business professionals

Top 20 countries

By region

Breakdown of the B2B and IT decision-maker panel

Function

Seniority

Industry

IT role

Decision role

Primary technology remit

Company size

Compare countries

B2B professionals by country: full table

Definitions

About this data

Frequently asked questions

Cite or link to this data

Run research with this audience

More panel statistics

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