Content and collaboration software sales are growing strongly according to new research.

Collaboration in the workplace across departments and geographies is driving the need to seamlessly communicate from varying locations and on multiple devices, according to a new report from research firm NPD.

This need for digitalisation and visual data sharing is expected to increase demand for communication and conferencing solutions, contributing to growth in the content and collaboration software category in the B2B market.

The NPD Group’s US B2B Distributor and Reseller Tracking Service found this category has seen steady growth year-over-year up and is up 15 per cent year to date in 2019.

Content and collaboration software has been a growth leader as companies implement software to improve productivity, time management, file sharing, division of work, project tracking, and communication.

Sales in this category are dominated by the top four vendors with Microsoft, Autodesk, Adobe, and Cisco, holding 86 per cent of dollar sales.

A shift to cloud-based software is expected to continue, as it reduces infrastructure cost and offers a centralised management system.

“As an increasing number of workers telecommute and younger generations enter the workforce with greater expectations of collaboration, the demand for communication and collaboration solutions will continue to grow,” NPD’s Kate Roe-Semyon said.