12.2.15 final sb tech poll - markets release cleveland
1. For more information, contact:
Holly Hollingsworth
AT&T – Ohio
Office: 614-223-5711
Mobile: 614-312-2008
holly.hollingsworth@att.com
AT&T Poll Reveals Increasing Adoption of GPS Navigation Mobile Apps,
More Technology Trends Among Small Businesses
CLEVELAND, Feb. 15, 2012 — United States small businesses are increasingly using tablet
computers, 4G enabled devices, and GPS navigation mobile apps for their operations, according to the
2012 AT&T Small Business Tech Poll, which also revealed that Cleveland ranked last in Wireless
Quotient among the 12 markets surveyed.
More specifically, the national survey of small businesses with two to 99 employees found the following
about Cleveland small businesses:
General Wireless Technologies
Small businesses in Cleveland appear to be behind the times when it comes to use of
technology. Out of the 18 technologies evaluated, Cleveland ranks last in use for six of the
18 categories, including use of mobile phones and smartphones.
Compared to the national average, Cleveland small businesses are most likely (39%) to
easily get by without wireless technology, or not use it at all (9%).
Small businesses in Cleveland are the least likely to have smartphones with 4G technology
AND the most likely to report they do not plan on purchasing 4G smartphones.
While Cleveland small business owners are among the least likely to own tablet computers,
there was a 13% year-over-year increase, from 58% to 71%, in the use of this emerging
technology.
Mobile Applications
Small businesses in Cleveland are the least likely (29%) to use mobile apps for their
business compared to other top markets. In contrast, mobile apps are gaining in importance
for Cleveland small businesses using them, with half (50%) saying they could not survive —
or it would be a major challenge to survive — without mobile apps; a 27% jump over the
past year.
Of the Cleveland small businesses using mobile apps, GPS/navigation and mapping mobile
apps are by far the most popular mobile applications, with 80% of Cleveland small business
owners reporting use, followed by location-based services (53%) and social media (43%).
2
2. Marketing Efforts and Social Media
Small businesses in Cleveland are the most likely to rely on traditional marketing efforts like
print yellow pages, newspaper and magazine ads, and radio advertising.
Compared to other markets, Cleveland small business are the least likely to market
themselves through social media – only 34 percent use this marketing tool.
Only 56% of Cleveland business owners plan to invest the same or more in online marketing
this year compared to 2011. A significant percentage (7%) is unsure of its plans.
Wireless Security and Cloud Computing
Cleveland small businesses (32%) are the least concerned over wireless security threats –
compared to the national average (39%).
Small businesses in Cleveland and Oklahoma are also the least likely to use cloud-based
solutions – only 37% do.
Regional Variations
Based on responses to questions regarding four factors – perceived importance of wireless, use of
wireless technology, use of mobile apps, and percentage of employees using wireless to work away
from the office– a Wireless Quotient, or ―WiQ,‖ was calculated for each of the 12 markets surveyed.
Each component was weighted in the rankings. For example, use of wireless technology was viewed as
more important than the perceived importance of that technology.
Last year, Miami and Atlanta topped the rankings for highest ―WiQ.‖ This year, Dallas and Washington,
D.C. lead the pack with full rankings for the 12 markets as follows:
1. Dallas 5. San Francisco 9. Boston
2. Washington, D.C. 6. Miami 10. Oklahoma
3. Atlanta 7. San Diego 11. Kansas City
4. Indianapolis 8. Chicago 12. Cleveland
Quotes
―Those small businesses that are adapting technology solutions to their needs have the opportunity
to boost productivity, increase mobility and, most importantly, connect with customers in real time,‖
said Larry Evans, Vice President General Manager Tri-State Area. ―This poll may be helpful to small
businesses in Cleveland by highlighting emerging technologies and useful new tools that could help
them innovate and grow.‖
Study Methodology
3. The results of the ―AT&T Small Business Technology Poll‖ are based on an online survey of 2,513
small business owners and/or employees responsible for Information Technology (IT). Specifically,
1,232 surveys were completed by small businesses located throughout the United States (National
data) and 1,281 surveys were completed with small businesses located in 12 markets – about 100
in each market (Market data). The sample of participating companies was drawn from Research
Now’s (formerly e-Rewards) online business panel of companies. Small businesses were defined
as having between 2 and 99 employees, both part-time and full-time. Eleven of the 12 metropolitan
areas are based on DMAs (Designated Market Areas). The other market is the state of Oklahoma.
The online survey was fielded in November 2011.
For more information and additional results from the AT&T Small Business Technology Poll,
including market variations, please visit the poll’s media kit.
General Information
Small businesses that want more information about all AT&T products and services can visit AT&T
Small Business. For free business resources such as webinars, articles, case studies and best
practices, they can visit AT&T Small Business InSite.
Additionally, real-time information and updates can be found on the AT&T Small Business
Facebook page and AT&T Small Business Twitter channel.
Web Site Links: Related Media Kits:
AT&T Web Site Small Business Technology Poll 2012
AT&T Small Business InSite AT&T Small Business Overview
AT&T Small Business Services AT&T Small Business Mobility Overview
Business Customer News
Related Releases: Related Fact Sheets:
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Businesses Easy Credit Card Processing on
Mobile Devices
*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the
AT&T brand and not by AT&T Inc.
About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company and one of the most honored companies
in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services
in the United States and around the world. With a powerful array of network resources that includes the
nation’s fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet,
voice and cloud-based services. A leader in mobile broadband and emerging 4G capabilities, AT&T also
offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in
