Small business owners Research
April 5 – April 12, 2012
Total Respondents: 500
Research powered by:
Table of Contents
• Aggregate Data Results
• Respondent Demographics
• Appendix: Background
What best describes your employment status?
100%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0%
0%
0%
0%
0%
I am a business
owner
Employed full- or
part-time
Retired
Unemployed
1
Homemaker
Other
How many employees work at your business, including
yourself?
100.00%
90.00%
80.00%
70.00%
60.00%
51.60%
50.00%
40.00%
35.40%
30.00%
20.00%
9.40%
3.60%
10.00%
0%
0.00%
1
2 - 20
21 - 49
2
50 - 99
100 or more
Please indicate whether or not your business has...
100.00%
90.00%
78.00%
80.00%
70.00%
65.80%
59.80%
60.00%
50.00%
Yes
39.40%
No
40.00%
Don't know
26.00%
30.00%
14.00%
20.00%
8.20%
10.00%
8.00%
0.80%
0.00%
Company website
Mobile-friendly website (Same
layout/content as standard site
and adjusts to the size of your
phone screen)
3
Stand-alone mobile website
(Content/layout designed
specifically for mobile purposes)
Please indicate how likely you are to create a stand-alone
mobile website for your business in the future:
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
32.30%
40.00%
25.10%
30.00%
20.00%
14.90%
15.10%
12.60%
10.00%
0.00%
Very unlikely
Somewhat unlikely
Neutral
4
Somewhat likely
Very likely
Do you currently promote your business through mobile search (so your business
can be easily found via search engines on smartphones)?
100.00%
90.00%
80.00%
60.60%
70.00%
60.00%
50.00%
40.00%
33.80%
30.00%
20.00%
5.60%
10.00%
0.00%
Yes
No
5
Don't know
How likely are you to invest in mobile search (so your small business
can be easily found via search engines on smartphones) this year?
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
27.60%
31.20%
30.00%
20.00%
15.20%
13.30%
12.70%
10.00%
0.00%
Very unlikely
Somewhat unlikely
Neutral
6
Somewhat likely
Very likely
Have you seen an increase in new business activity due to your
mobile marketing efforts?
100.00%
90.00%
84.30%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
14.30%
20.00%
1.40%
10.00%
0.00%
Yes
No
7
Don't know
Please indicate what your key motivations are to invest in a mobile presence. Rank the below from 1-4, with:
"1" being the HIGHEST motivation and "4" being the LOWEST motivation (results shown as sum)
200
188
178
172
180
162
160
140
120
100
80
60
40
20
0
Provide better service to
existing customers
Attract more local
customers
Gain competitive
advantage
8
Use as an additional
marketing channel
Please indicate how much you agree or disagree with the following
statement: "Mobile marketing is key to my small business growth in
the next five years."
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
38.60%
40.00%
30%
30.00%
20.00%
11.40%
12.90%
7.10%
10.00%
0.00%
Strongly disagree
Somewhat disagree
Neutral
9
Somewhat agree
Strongly agree
What is your biggest hurdle in leveraging mobile marketing? (Please
select only one.)
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
31.40%
35.70%
30.00%
15.70%
14.30%
20.00%
2.90%
10.00%
0%
0.00%
Budget
Time and
resources
Unsure about
ROI
10
Not appropriate
for my business
needs
Lack of
understanding
of mobile
marketing
Other, please
specify
Have you increased the amount of marketing dollars spent on
mobile marketing this year compared to last?
100.00%
90.00%
80.00%
70.00%
64.30%
60.00%
50.00%
32.90%
40.00%
30.00%
20.00%
2.90%
10.00%
0.00%
Yes, I spend MORE this year
compared to last on mobile
marketing
No, I spend the SAME this year
compared to last on mobile
marketing
11
No, I spend LESS this year
compared to last on mobile
marketing
Which of the following best describes your business' marketing
team?
100.00%
90.00%
80.00%
70.00%
64.20%
60.00%
50.00%
40.00%
30.00%
20.00%
13.60%
11%
10.00%
10.60%
0.60%
0.00%
I am the marketing There is an internal
team.
marketing team
I use external
resources for
marketing efforts
12
Other, please
specify:
N/A, I do not have a
marketing team
In what industry is your business?
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
27.80%
30.00%
20.00%
10.00%
8.60%
8%
11.80%
4.20%
2%
4.60%
0.00%
13
5%
28%
RESPONDENT DEMOGRAPHICS
14
Please indicate your age:
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
25%
30.00%
20.00%
25.60%
23.40%
15.20%
10.80%
10.00%
0%
0.00%
22 - 30
31 - 40
41 - 50
51 - 60
15
60+
21 years or younger
What is your gender?
100.00%
90.00%
80.00%
70.00%
60.00%
50.60%
49.40%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Male
Female
16
What is your annual household income?
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
25.60%
30.00%
20.00%
27.40%
27%
9.60%
7.40%
10.00%
3%
0.00%
Under $25,000
$25,000 –
$49,999
$50,000 $74,999
$75,000 $149,000
17
$150,000 or
more
Prefer not to
answer
Which of the following best describes your ethnicity?
100.00%
90.00%
81.60%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
7.20%
10.00%
6%
0.80%
2.60%
1.80%
0.00%
Caucasian /
White
African
American
Hispanic
Native American
18
Asian
Other
What is the highest level of education you completed?
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
27.40%
30.00%
14.40%
20.00%
10.00%
30%
11.20%
11.20%
1.60%
0.80%
3.40%
0.00%
Some high
school
High school
Associate
degree
Some
college
Bachelor
degree
19
Master's
degree
Doctoral
degree
Professional
degree (e.g.
JD, MD)
APPENDIX
Background
This survey was conducted online via social networks from April 5 – April 12,
2012 among 500 small business owners (defined as <100 employees). For
complete survey methodology, please contact Lab42 at info@lab42.com