In a time when data is central to every business decision, the way organizations back it up and recover it has become a critical part of day-to-day operations. As threats evolve and infrastructure becomes more complex, the pressure to have a solid data backup recovery strategy has never been greater.
To understand how businesses approach these challenges, we leveraged AI-driven audience profiling to synthesize insights from online opinions to a high statistical confidence level. The results of this profiling gave us insight into the viewpoints of 5,492 managed service providers (MSPs) across the United States over a 12-month period ending March 17, 2025. Their responses offer a clear view of today’s tools, tactics, and trends shaping data backup strategies.
What Types Of Systems Or Applications Does Your Organization Prioritize For Backup?
76% MSPs in the US focus on backing up cloud applications
Backup priorities reveal where today’s most valuable business data is stored:
Cloud applications sit firmly at the top of the priority list, with almost 76% of MSPS in the US placing them ahead of other systems when it comes to data protection. Servers, by contrast, received backup priority from only around 24%.
The growing dominance of SaaS platforms in day-to-day business operations is clearly driving this shift. Our finding reflects a broader industry movement. According to Gartner, 75% of enterprises will treat the backup of SaaS applications as a critical requirement by 2028, up from just 15% in 2022. As organizations embrace cloud-first ecosystems, MSPs are adjusting their strategies to stay aligned.
What Data Backup Solution Does Your Organization Currently Rely On?
54% MSPs rely on a robust backup solution
MSP solution choice says a lot about what is valued most: resilience, simplicity, or scalability:
Over 54% of MSPs rely on a robust backup solution designed to be reliable, resilient, and capable of handling demanding environments. These systems often offer strong security, performance, and consistency across workloads, giving MSPs confidence in day-to-day protection. Meanwhile, around 46% currently depend on cloud-based solutions, reflecting the steady rise of flexible, remote-access infrastructure.
In fact, the global cloud backup market is projected to more than quadruple in size over the next decade, from around $5 billion in 2024 to more than $22 billion by 2033, highlighting just how quickly cloud adoption is accelerating. While robust systems remain slightly ahead for now, cloud-based options are clearly gathering momentum.
Which Features Are Most Important When Selecting A Backup Solution Provider?
79% MSPs prioritize security and encryption
Feature selection reflects what matters most to organizations based on the risks they face and the data they need to protect:
“Encryption—not firewalls, monitoring, identity management or multifactor authentication—is the purpose-built technology for protecting data against the strongest and most capable adversaries.” That’s how one Forbes Tech Council contributor recently described the role encryption plays in today’s approach to data security. It’s a view that mirrors our findings. Approximately 79% of our audience identified security and encryption as the single most important feature when choosing a backup solution provider. Everything else followed at a distance.
7% valued 24/7 support, suggesting that for some, always-on access to help is still a dealbreaker. Over 6% liked fast recovery, pointing to the growing need to bounce back quickly when something goes wrong. Cloud integration came in at just over 5%, and automated backup scheduling at 2%, showing that while ease and flexibility are appreciated, they take a back seat to strong protection.
What Role Does Ransomware Protection Play In Your Backup Strategy?
Ransomware protection plays an important role in backup strategies for 20%
The message is consistent: ransomware protection is firmly embedded in today’s backup thinking:
Ransomware protection holds a steady presence in every strategy. More than 20% described it as an important part, while just over 20% called it essential. Around 20% said it was a core focus, with another just under 20% viewing it as crucial. Roughly 20% also assigned it a significant role. The language may vary, but the priority is clear.
In the first five weeks of 2025, the number of U.S. victims added to ransomware data leak sites rose to 378, up from 282 in the same period the previous year. That’s a 149% year-on-year increase. Attackers aren’t just going after live systems; they’re targeting backups too. 94% of ransomware attacks now attempt to compromise backup locations, making ransomware protection a built-in requirement for any serious backup strategy.
Do You Regularly Test Your Backup Systems To Ensure Recoverability?
100% of MSPs regularly test their backups
Testing frequency speaks volumes about how seriously companies take recovery planning.
Ransomware protection holds a steady presence in every strategy. More than 20% described it as an important part, while just over 20% called it essential. Around 20% said it was a core focus, with another just under 20% viewing it as crucial. Roughly 20% also assigned it a significant role. The language may vary, but the priority is clear.
In the first five weeks of 2025, the number of U.S. victims added to ransomware data leak sites rose to 378, up from 282 in the same period the previous year. That’s a 149% year-on-year increase. Attackers aren’t just going after live systems; they’re targeting backups too. 94% of ransomware attacks now attempt to compromise backup locations, making ransomware protection a built-in requirement for any serious backup strategy.
How Confident Are You In Your Ability To Recover Mission Critical Data After A System Failure Or Attack?
35% of MSPs are confident in their ability to recover mission-critical data
Confidence levels show how recovery planning translates into real-world readiness:
Roughly 35% of our audience of MSPs say they’re confident in their ability to recover mission-critical data after an outage or attack. Another 32% describe themselves as either very confident or extremely confident. This spread suggests a strong belief in the systems and processes MSPs have in place.
Even so, broader research adds some useful perspectives. A 2025 study found that only 40% of IT professionals fully trust their backup systems to protect critical data during a crisis. And, according to Unitrend’s State of Backup and Recovery Report 2025, while over 60% of organizations believe they can recover from downtime within hours, only 35% actually do. Confidence is high, but it’s ongoing testing and real-world performance that turns that confidence into results.
What Are Your Biggest Challenges In Managing Data Backup Operations?
Data recovery speed is the biggest challenge for 43% MSPs
Managing backup operations means navigating a mix of technical, financial, and operational pressures:
Data recovery speed tops the list of challenges, and it’s named as the biggest concern by just over 43% of MSPs. When systems fail or files go missing, recovery must happen quickly. According to Backblaze’s 2024 Business Backup Survey, 39% of IT decision-makers restore data at least once a month. That frequency puts constant pressure on backup systems to deliver rapid results. Storage costs follow closely at almost 43%, reflecting the strain of managing growing data volumes while keeping expenses in check.
Just over 9% MSPs listed the risk of downtime as their top concern, showing how even short disruptions can have broader operational consequences. Compliance issues, cited by roughly 3%, and system complexity, at around 2%, round out the list, suggesting that while these areas still matter, performance and cost are setting the pace.
How Do You Assess The Effectiveness Of Your Current Backup Solution?
52% address their backup systems' efficiency by how cost-efficient it is
The effectiveness of backup systems is measured by a few key benchmarks:
Almost 52% MSPs measure effectiveness by looking at cost-efficiency, reflecting growing pressure to keep storage costs under control. This is backed by recent data from Wasabi’s 2025 Global Cloud Storage Index, which found that 62% of organizations exceeded their cloud storage budgets in 2024, with nearly half citing hidden costs such as egress and access fees.
Ease of use came next, with roughly 44% prioritizing systems that are simple to manage. Compliance effectiveness was the leading metric for just under 5%, suggesting it’s seen more as a requirement than a differentiator. The message is clear. For most, a backup solution’s real value lies in how much time and money it saves, not just how well it ticks boxes.
What Improvements Would You Like To See In Your Current Data Backup Infrastructure?
49% want lower costs for data backup infrastructure
The wish list for better backup reflects the pressure points teams deal with every day:
When it comes to data backup infrastructure improvements, 49% of MSPs want to bring costs down. As we’ve already seen, that’s no surprise; storage bills add up fast, especially as data volumes keep climbing.
Almost 23% are after faster recovery times, highlighting how backup success is still being measured by how quickly systems can bounce back. Just over 22% want better automation, which points to a recurring frustration. Backups still demand more manual time than they should.
Scalability, at 6%, came in lowest, suggesting that for now, most feel their current setup can handle growth.
These priorities reflect the day-to-day challenges many teams face. At the same time, broader market data shows a clear appetite for change. Veeam’s Data Protection Trends Report 2024 found that 52% of organizations plan to switch their primary backup solution within the next 12 months, with the leading drivers being greater reliability, stronger cyber-resiliency, and simpler management.
Cost isn’t always the main motivator, but the goal is shared—a faster, more dependable backup experience.
What Kind Of Support Or Resources Would Help You Improve Your Data Backup Strategy?
91% MSPs say new tools would make the biggest difference to backup strategies
Different teams have different barriers to progress, but the right support can often shift things forward:
An overwhelming 91% of MSPs in our audience say they need new tools to improve their backup strategy. That kind of consensus is rare and telling. It shows that teams aren’t lacking ideas or direction. What they need is better technology to turn plans into action. Many are turning to AI-driven platforms that offer smarter automation, real-time monitoring, and faster recovery workflows—features designed to cut complexity and keep downtime to a minimum.
Over 7% say they’d benefit from expert consultation, pointing to a smaller group looking for strategic input or tailored advice. Under 2% want more training resources, suggesting confidence in the skills already in place. It’s clear that teams are ready to push forward; they just need the right tools to take the next step.
What Trends Do You Believe Will Shape The Future Of Data Backup Over The Next 2 Years?
52% MSPS say zero-trust architecture will lead the way in the next two years
Looking ahead, teams are predicting a few different trends that will reshape how data is protected and recovered:
Almost 52% of our audience believes zero-trust architecture will shape the future of data backup. That puts security front and center; no assumptions, no blind spots, just continuous validation at every level. Zero-trust frameworks are set to become foundational as organizations work to contain rising cyber threats, and backup strategies align with that shift.
Roughly 38% point to cloud-native solutions, reinforcing the long-term move away from on-premises infrastructure and toward scalable, flexible platforms. At nearly 7%, edge computing reflects the emerging interest in decentralized data environments, where localized processing demands new forms of resiliency.
Just over 3% see AI-driven recovery as the next big thing, hinting at future workflows that prioritize speed, automation, and intelligent response. Just 1% chose Backup-as-a-Service, likely because many already view it as standard. The direction is clear: secure, agile, and automated.
Where In The USA is Your Company Primarily Based?
26% of MSPs in the US are based in the Pacific region
Where businesses are located offers useful context for how data backup strategies take shape:
26% of MSPs in our study are based in the Pacific region, pointing to the strong concentration of technology-driven businesses and service providers along the West Coast. This correlates with studies that show California has the most IT companies in the US.
Just over 24% are located in the South Atlantic, which includes a mix of major metro areas and emerging business hubs across the Southeast. Roughly 21% are based in the East North Central region, an area with many established mid-market enterprises and industrial operations that often manage large volumes of critical data.
At just over 9% and under 7%, respectively, New England and the Mid-Atlantic reflect a solid presence in the Northeast, where regulatory requirements and infrastructure maturity tend to shape data management strategies. The remaining regions—Mountain (almost 6%), West North Central (5%), and East South Central (just over 2%)—complete the picture, showing that data protection remains a national priority, regardless of location.
Looking at the data from MSP executives in the US, it’s clear that a mix of practical challenges and evolving priorities shapes backup strategy. Cost control, recovery speed, and tool capabilities remain central concerns, while security, automation, and infrastructure flexibility also feature prominently across the board.
From the types of systems being protected to the features MSPs value most in a provider, the data points to a shared focus on building backup environments that are reliable, efficient, and built to support real-world business demands.
Methodology
Sourced from an independent sample of 5,492 MSPs in the US from X, LinkedIn, Bluesky, Reddit, TikTok and Threads.
Responses are collected within a 65% confidence interval and 21% margin of error. Engagement estimates how many people in the location are participating. Results are based on what people describe online — questions were not posed to the people in the sample.
About the representative sample:
- 70% of those working for MSPs in the US are over the age of 45.
- 60% earn between $200,000 and $500,000 annually.
- Men and women are equally represented at 50% each.
