For those wondering if small business owners are actually using mobile technology for their business, the answer is a definitive “yes,” according to new survey data from Constant Contact®, Inc.. Of those surveyed in March 2013, 66 percent report currently using a mobile device, including smart phones and tablets, or a solution, like mobile-optimized websites and text message marketing. While this majority adoption is promising, it’s important to note that, of the 34 percent not using any mobile device or solution for their business, a resounding 65 percent have no plans to do so in the future, mainly citing a lack of customer demand.
Email and Social Media Marketing Paving the Way
How are small businesses using mobile technology? The top two ways are email and social media marketing, and they have a considerable lead over other uses:
- 73 percent conduct social media marketing.
- 71 percent conduct email marketing.
- 44 percent advertise through social platforms.
- 34 percent have a mobile-optimized website.
- 18 percent run a mobile tablet-based payment point-of-sale.
- 18 percent use mobile apps to manage operations, like accounting.
“It’s encouraging that a majority of small businesses recognize that their customers are relying more than ever on their mobile devices to find information, look for deals, and even to make purchases,” said Joel Hughes, senior vice president of strategy and corporate development. “That said, small business owners are still getting their sea legs, so it’s not surprising that they’re leading with two areas where they have a solid track record of success with customer engagement: social media and email.”
When asked what types of mobile/social advertising they currently employ, 97 percent of respondents said social media like YouTube™, Pinterest®, Twitter®, Facebook®, and Instagram®. Location-based promotions (Foursquare® check-in, etc.) came in a distant second at 17 percent, and text message came in third at 15 percent.
A deeper look into mobile-optimized websites of small businesses reveals that 70 percent are social-media optimized. Other findings:
- 44 percent contain a menu.
- 40 percent contain individual product listings.
- 39 percent contain videos.