JARGON is confusing people so much they end up buying the wrong equipment for their businesses, according to Business Link Berkshire and Wiltshire.

A survey found that a quarter of the UK's small and medium-sized businesses admitted making the wrong IT purchasing decisions because they were confused by the use of complicated technical jargon.

Andy Poulton, business link adviser at BLBW, said: "It would be a bridge too far for the industry to remove jargon completely from its product descriptions and sales

pitches.

"However, there is a need for them to understand the technical capabilities of the small to medium-sized enterprise (SME) sector and approach them accordingly."

The information and communications marketplace is full of acronyms, terms and ever-changing technologies that are baffling for many and potentially very costly.

According to BLBW, the problem is getting worse as larger IT suppliers are targeting small and medium-sized businesses without any understanding of this specialised marketplace, instead continuing with standard practices that have worked well with larger enterprises.

The survey found that nearly 75 per cent of those asked found technical jargon confusing and nearly 21 per cent felt vendors should abandon its use completely and stick with plain English.

Mr Poulton said: "To improve the situation, decision makers in Wiltshire's SME community need to take responsibility to educate themselves and their staff to improve their understanding, and use, of ICT equipment."

The ICT team at BLBW are committed to using plain English and are on hand to advise and assist clients and, if necessary, to act as interpreters.

For information on setting up or running a business contact Business Link Berkshire and Wiltshire on 0845 6004141.