A survey of 500 small business owners found the following: - 100% were business owners themselves - Over 50% had 1-20 employees, while 9.4% had 21-49 employees - Over 65% had a company website, but only 14% had a mobile-optimized site - 32.3% were somewhat likely to create a mobile site in the future - 60.6% did not currently promote their business through mobile search - 31.2% were somewhat likely to invest in mobile search this year - 84.3% had not seen increased business from mobile marketing - The top motivation for mobile investment was providing better customer service - 38.6% agreed or strongly

1. Small business owners Research
April 5 – April 12, 2012
Total 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
owner part-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%
1 2 - 20 21 - 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% Yes
39.40%
No
40.00%
Don't know
26.00%
30.00%
20.00% 14.00%
8.20% 8.00%
10.00%
0.80%
0.00%
Company website Mobile-friendly website (Same Stand-alone mobile website
layout/content as standard site (Content/layout designed
and 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%
Yes No Don't know
5

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 likely
6

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 Don't know
7

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
172
180 162
160
140
120
100
80
60
40
20
0
Provide 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 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 Somewhat agree Strongly agree
9

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 and Unsure about Not appropriate Lack of Other, please
resources ROI for my business understanding specify
needs of mobile
marketing
10

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 year No, I spend LESS this year
compared to last on mobile compared to last on mobile compared to last on mobile
marketing marketing marketing
11

14. 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% 10.60%
10.00% 0.60%
0.00%
I am the marketing There is an internal I use external Other, please N/A, I do not have a
team. marketing team resources for specify: 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 DEMOGRAPHICS
14

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 - 50 51 - 60 60+ 21 years or younger
15

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%
Male Female
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 answer
17

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 Hispanic Native American Asian Other
White American
18

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 Associate Some Bachelor Master's Doctoral Professional
school degree college degree degree degree degree (e.g.
JD, MD)
19

22. APPENDIX

23. 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