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Insights into Small Business OwnersHow SMBs Make Procurement & Business Information Decisions Google/Slack BarshingerU.S., June 2009
Google Confidential and Proprietary 2 2
SMB Research: Google Objectives
We set out to answer 4 key questions:• For purchase decision makers at Small to Medium Size Businesses
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
1 What is the role of the Web overall?
2 What is the role of Search in finding suppliers?
3 How is Local Search used?
4 What is the value of Social Media?
Google Confidential and Proprietary 3
Research Methodology
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
Methodology Online survey (Avg. time = 21 minutes)
Timing March 11 -13, 2009
Quantitative Sample
444 purchase decision makers (US)•<5 employees: 38%•5-99 employees: 32% •100-499 employees: 31%•Respondents drawn from national research panel, invited to participate by email
Qualitative Sample
22 respondents participated in 20-minute phone interview (March 17 - 26) • Provided more information on particular actions identified in quantitative portion of
survey
Google Confidential and Proprietary 4
Key Findings
• Small Business Owners rely on the Web to run their businesses.– 93% use the Web to find work-related information
– 54% go online at least weekly to solve a specific business problem
– Nearly half this audience uses the Web to research as well as purchase
• Search is the go-to source for SMBs making a purchase decision.– Search engines are the most relied upon, first-used, and most effective
tool for finding suppliers
– It’s more important that suppliers have an online presence than be local
• An emerging group of SMBs are finding business value in social media.– SMBs are using blogs, social networks, and video sites like YouTube as a
business information resource
The Role of the Web for Small Business Owners
Google Confidential and Proprietary 6
Radio
49%
Small Business Owners Rely on the Web
94% use the Internet for work-
related information
General Business Magazines
69%Newspapers
69%
Television
62%
Trade Publications
76%
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Which of the following sources do you use to get work-related information?
Google Confidential and Proprietary 7
SMBs Go Online Frequently for Business Advice
• 59% of Small Business Owners go online at least weekly to solve a specific business problem
• For 20%, solving business problems online is a dailyactivity
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: How often do you go online to find information a bout how to improve various aspects of your business or to get information about how to solve a specific problem in your business?
Google Confidential and Proprietary 8
The Web: Part of SMB’s Typical Work Day
• Small Business Owners are online during business hours and beyond
.
0%
10%
20%
30%
40%
50%
60%
12am 1a
m2a
m3a
m4a
m5a
m6a
m7a
m8a
m9a
m10
am11
am12
pm 1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Which hours of the day are you typically online for work reasons?
Hours of the Day When Small Business Owners are Online for Work-Related Reasons
Google Confidential and Proprietary 9
The Web Aids SMBs Across Purchase Funnel
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Which (purchase category) do you research or buy online?
46% of Small Business Owners
research onlinefor shipping/logistics
providers
51% of Small Business Owners
purchase onlinefrom shipping/logistics
providers
Google Confidential and Proprietary 10
27%
30%
43%
64%
41%
51%
45%
56%
35%
64%
61%
43%
69%
54%
31%
33%
39%
40%
43%
46%
48%
49%
49%
52%
55%
56%
58%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Professional services
Contractors
Printing services
Office supplies
Outsourced business functions
Shippping, supply chain, logistics
Telecom
Office equipment
Document mgmt services
Promotional products
Computers/IT hardware
Graphic/Web design services
Software
Webhosting services ResearchPurchase
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
% who Research Online vs. % who Buy Online
Google Confidential and Proprietary 11
Web Visits Also a Top Response to Seeing an Ad
After seeing an ad, Small Business Owners respond most often by…
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: What actions did you take in response to an ad?
Visiting the advertiser’s
website
Doing an online search to learn
more
Other actions:• Saving the provider’s
information (34%)
• Calling service provider via phone (30%)
• Asking network about the provider (17%)
59% 39%
Google Confidential and Proprietary 12
Search Helps SMBs Close the Loop
• SMBs indicate that many different events drive them online to search for more information
9%
10%
13%
14%
26%
27%
30%
39%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Work-related radio program
Work related radio ad
Work-related TV program
Work-related TV ad
Work-related website ad
Work-related website
Work-related magazine ornewspaper
Conversation with a colleague
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: During the past week, which, if any, of the following events have prompted you to use a search engine to find more information?
Events That Prompt SMBs to Use a Search Engine to Find More Information
Google Confidential and Proprietary 13
SMBs Visit Diverse List of Online Destinations
• Opportunity to reach this audience not just on major business portals, but throughout the long-tail
21%
30%
44%
44%
46%
47%
53%
79%
82%
89%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Photo sites
Video sites
Chat / Instant Messaging
Blogs
Social Networks
Forums
General news sites
Industry news site
Provider's web site
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: How frequently do you visit each of the following websites for work-related reasons? (Any usage)
Types of Sites SMBs Visit to Find Work-Related Information
The Role of Search in SMB’s Purchase Decisions
Google Confidential and Proprietary 15
Search: The Go-To Source for Procurement
77% of Small Business owners
use Search engines to find
business suppliers
For 52%,Search engines
are the tool they turn to
first
99% find Search engines to be
the most effective tool
for finding suppliers
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
#1 !
Google Confidential and Proprietary 16
Search Engines: Most Relied Upon Tool
• Search engines are used even more than past suppliers and referrals to find suppliers
21%13% 10% 6%
23%
50%
77%
33% 33% 32%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Searchengines
Pastsuppliers
Asked forreferrals
Networking YellowPages
Onlinedirectory
Online Ad Online Map Chamber ofCommerce
SocialNetworking
sites
Other
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: In the past 6 months, what methods have you used to locate product or service suppliers?
Methods Used to Find Suppliers in the Past 6 Months
Google Confidential and Proprietary 17
Search Engines: Tool Used First
• Small Business Owners indicate that a Search Engine is their go-to source for finding suppliers
15%
2%3%7%
52%
15%
4%
0%
10%
20%
30%
40%
50%
60%
Search engine Contacted pastsuppliers
Asked for referrals Printed YellowPages
Online directory Contacted peoplefrom networking
Other
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Which of these methods do you usually turn to first when looking for a service provider?
Methods Used First to Find Suppliers in the Last 6 Months
Google Confidential and Proprietary 18
Search Engines: Most Effective Tool
• Small Business Owners find Search Engines to be the most effective tool for finding suppliers
43% 41%32%
75%
52%55%64%
99%
77%
50%
0%
20%
40%
60%
80%
100%
120%
SearchEngine
Asked forreferrals
Contactedpast
suppliers
LocalChamber ofCommerce
Used onlinemap
Networking YellowPages
Provider ad Onlinedirectory
SocialNetworking
sites
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: How effective was this method for finding a supplier?
Methods Found to Be Effective for Finding Suppliers in the Last 6 Months
Google Confidential and Proprietary 19
SMBs Find Value in Sponsored Links
One-third of Small Business Owners searching for providers often or always click on paid search listings
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: When using search engines to find service providers, do you…(often/always clicks on paid listings)?
Google Confidential and Proprietary 20
28%
28%
28%
29%
29%
30%
30%
30%
31%
33%
33%
33%
33%
34%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Total
Office Supplies
Office Equipment
Software
Professional Services
Promotional Products
Printing Services
Computers/IT
Web Hosting Services
Graphic Website Design
Contractors
Telecom Services
Shipping/Logistics
Outsourcing
Document Mgmt
% of SMBs who click on Paid Listings When Researching a Supplier
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
Google Confidential and Proprietary 21
Online Maps Help SMBs Find Suppliers
Of the nearly 20% of Small Business Owners who use online maps to find suppliers…
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Have you used an online map to find suppliers?
A small group accesses
maps from their mobile device
21%
They often click on a map that appears
in Search Results
54%They typically go directly
to an online map site
90%
Google Confidential and Proprietary 22
However, Local Not Priority When Choosing Suppliers
% who say it is important for supplier to be local
• Majority of categories do not place high importance on a supplier being local
2%
4%
7%
9%
9%
10%
12%
12%
13%
15%
18%
24%
39%
42%
0% 10% 20% 30% 40% 50% 60%
Webhosting Services
Software
Promotional Products
Computers / IT hardware
Outsourced business functions
Shipping, supply chain, & logistics services
Telecom service or equipment
Document management services
Graphic and/or Website design services
Office equipment
Office supplies
Printing Services
Contractors
Professional services
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Is it important to find a local supplier? Base: Those involved in the purchasing category and do research or buy online
Google Confidential and Proprietary 23
Price, Availability Outweigh Local Presence
“...Local companies just can’t match price and breadth of products.”
“I would prefer to do anything with a local vendor but unfortunately, cost-wise that is not always feasible.”
Wholesale distributor of bicycle parts2-4 employees, California
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
“... No one locally can accommodate what I am looking for.”
“They don’t have all the supplies I need, and I usually have to wait 2 weeks for a large order. I have a specific thing I need and it’s quicker to get that online.”Music studio owner25-49 employees, Maryland
Pressure washing50-74 employees, Tennessee
Fitness equipment manufacturer100-499 employees, Missouri
Social Media as an SMB Information Tool
Google Confidential and Proprietary 25
SMBs Find Business Value in Social Media
I seek various
business resources on video sites
44%
I visit social networking sites for business purposes
47%
I seek out work-related information on
blogs 46%I visit
online forumsfor business-related
info
53%
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009
Google Confidential and Proprietary 26
Blog Usage Growing Rapidly Amongst SMBs
Despite a slower adoption rate, participation in blogs for business purposes have skyrocketed in the last 12 months
Source: Warrillow Market Insights, April 2009, n=1,210; March 2008, n=2,036
18%in
2008
40%in
2009
Google Confidential and Proprietary 27
SMBs Are Active in the Blogging Community
Source: Warrillow Market Insights, April 2009, n=1,210; March 2008, n=2,036
46%of Small Business
Owners visit blogs to find
business information
Of those, 13%
maintain their own blog to
promote their business
Google Confidential and Proprietary 28
SMBs Find Value in Social Networks
Source: Warrillow Market Insights, April 2009, n=1,210; March 2008, n=2,036
47%of Small Business
Owners visit Social
Networks for business
information
Of those,40%
maintain a profile for business purposes
Google Confidential and Proprietary
Customer Research 32%
Customer Feedback 30%
Tutorial, How-to videos 46%
Business & Finance News
35%
Competitor Research 35%
Conference events 17%
29
Online Videos Provide Business Information
Source: Slack Barshinger study commissioned by Google, “Procurement & Business Information Research,” March 2009Q: Which, if any, of the following types of work-related information do you typically look for on video sites like YouTube?
Types of Information SMBs Seek on Video Sites
Customer Research 32%
Customer Feedback 30%
Google Confidential and Proprietary 30
Key Findings
• Small Business Owners rely on the Web to run their businesses.– 93% use the Web to find work-related information
– 54% go online at least weekly to solve a specific business problem
– Nearly half this audience uses the Web to research as well as purchase
• Search is the go-to source for SMBs making a purchase decision.– Search engines are the most relied upon, first-used, and most effective
tool for finding suppliers
– It’s more important that suppliers have an online presence than be local
• An emerging group of SMBs are finding business value in social media.– SMBs are using blogs, social networks, and video sites like YouTube as a
business information resource
Like what you learned? Find more studies and data at
www.google.com/think/insights
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