1.Small business owners ResearchApril 5 April 12, 2012Total
Respondents: 500 Research powered by:
2. Table of Contents Aggregate Data Results Respondent
Demographics Appendix: Background 3. 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 Employed full- or Retired Unemployed Homemaker
Other ownerpart-time 1 4. How many employees work at your business,
including yourself?100.00% 90.00% 80.00% 70.00% 60.00%51.60% 50.00%
35.40% 40.00% 30.00% 20.00%9.40% 10.00% 3.60%0%0.00% 12 - 2021 - 49
50 - 99 100 or more 2 5. Please indicate whether or not your
business has...100.00% 90.00%78.00% 80.00%65.80% 70.00% 59.80%
60.00% 50.00% Yes39.40%No 40.00%Dont know 26.00% 30.00%
20.00%14.00%8.20%8.00% 10.00% 0.80%0.00%Company
websiteMobile-friendly website (SameStand-alone mobile website
layout/content as standard site (Content/layout designedand adjusts
to the size of your specifically for mobile purposes) phone screen)
3 6. 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% 40.00%32.30% 30.00% 25.10% 14.90%
15.10% 20.00% 12.60% 10.00%0.00%Very unlikely Somewhat unlikely
Neutral Somewhat likely Very likely 4 7. 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%
70.00%60.60% 60.00% 50.00%33.80% 40.00% 30.00% 20.00% 5.60%
10.00%0.00% YesNo Dont know5 8. 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%31.20% 27.60% 30.00% 20.00%15.20%13.30%
12.70% 10.00%0.00%Very unlikely Somewhat unlikely Neutral Somewhat
likely Very likely6 9. Have you seen an increase in new business
activity due to your mobile marketing efforts?100.00% 84.30% 90.00%
80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 14.30% 20.00% 10.00%
1.40%0.00% Yes No Dont know7 10. 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 172180
162160140120100 80 60 40 200Provide better service to Attract more
local Gain competitive Use as an additional existing customers
customers advantage marketing channel 8 11. Please indicate how
much you agree or disagree with the followingstatement: "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 Somewhat agree Strongly agree9 12. 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% 35.70%
40.00% 31.40% 30.00%14.30% 15.70% 20.00% 10.00% 2.90%0%0.00%Budget
Time andUnsure aboutNot appropriateLack ofOther, please resources
ROI for my business understandingspecifyneedsof mobile marketing10
13. Have you increased the amount of marketing dollars spent on
mobile marketing this year compared to last?100.00% 90.00%
80.00%64.30% 70.00% 60.00% 50.00%32.90% 40.00% 30.00% 20.00%2.90%
10.00%0.00%Yes, I spend MORE this year No, I spend the SAME this
yearNo, I spend LESS this yearcompared to last on mobile compared
to last on mobilecompared to last on mobilemarketing marketing
marketing11 14. Which of the following best describes your business
marketingteam?
100.00%90.00%80.00%70.00%64.20%60.00%50.00%40.00%30.00%20.00%13.60%
11%10.60%10.00%0.60% 0.00% I am the marketing There is an internalI
use external Other, please N/A, I do not have ateam.marketing team
resources forspecify: marketing team marketing efforts 12 15. In
what industry is your business?100.00% 90.00% 80.00% 70.00% 60.00%
50.00% 40.00%27.80% 28% 30.00% 20.00%8.60%11.80%8%5% 10.00%4.20% 2%
4.60%0.00%13 16. RESPONDENT DEMOGRAPHICS14 17. Please indicate your
age:100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 25% 25.60%
30.00% 23.40% 20.00%15.20% 10.80% 10.00% 0%0.00%22 - 30 31 - 40 41
- 5051 - 60 60+21 years or younger15 18. 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%MaleFemale 16 19. What is your
annual household income?100.00% 90.00% 80.00% 70.00% 60.00% 50.00%
40.00%25.60% 27% 27.40% 30.00% 20.00%9.60% 7.40% 10.00%3%0.00%Under
$25,000 $25,000 $50,000 -$75,000 - $150,000 or Prefer not to
$49,999$74,999$149,000 more answer17 20. 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%6% 10.00%0.80%2.60%
1.80%0.00%Caucasian /African HispanicNative American Asian
OtherWhite American18 21. 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% 30.00% 20.00% 14.40% 11.20%11.20% 10.00% 1.60%
0.80%3.40%0.00%Some high High school AssociateSomeBachelor Masters
Doctoral Professionalschool degree college degreedegreedegreedegree
(e.g.JD, MD)19 22. APPENDIX 23. BackgroundThis survey was conducted
online via social networks from April 5 April 12, 2012 among 500
small business owners (defined as
