Small business owners Research April 5 – April 12, 2012 Total Respondents: 500

Research powered by:

• Aggregate Data Results

• Respondent Demographics

• Appendix: Background

Table of Contents

What best describes your employment status?

1

I am a business owner Employed full- or part-time

Retired Unemployed Homemaker Other0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100%

0% 0% 0% 0% 0%

How many employees work at your business, including yourself?

2

1 2 - 20 21 - 49 50 - 99 100 or more0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

35.40%

51.60%

9.40%3.60%

0.00%

Please indicate whether or not your business has...

3

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

59.80%

26.00%14.00%

39.40%

65.80%78.00%

0.80% 8.20% 8.00%

YesNoDon't know

Please indicate how likely you are to create a stand-alone mobile website for your business in

the future:

4

Very unlikely Somewhat unlikely Neutral Somewhat likely Very likely0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

14.90% 12.60%

25.10%32.30%

15.10%

Do you currently promote your business through mobile search (so your business can be easily found via search engines on smartphones)?

5

Yes No Don't know0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

33.80%

60.60%

5.60%

How likely are you to invest in mobile search (so your small business can be easily found via search engines on smartphones) this year?

6

Very unlikely Somewhat unlikely Neutral Somewhat likely Very likely0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

15.20% 13.30%

27.60%31.20%

12.70%

Have you seen an increase in new business activity due to your mobile marketing efforts?

7

Yes No Don't know0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

84.30%

14.30%

1.40%

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)

8

Provid

e better servi

ce to

existing cu

stomers

Attract

more lo

cal c

ustomers

Gain competitive

advantage

Use as a

n additional marke

ting channel

020406080

100120140160180200

188 178 172 162

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."

9

Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

11.40% 12.90%7.10%

30.00%

38.60%

What is your biggest hurdle in leveraging mobile marketing? (Please select only one.)

10

Budget

Time and re

source

s

Unsure

about ROI

Not appro

priate fo

r my b

usiness

needs

Lack

of underst

anding of mobile

marke

ting

Other, please

specif

y0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

31.40% 35.70%

14.30%2.90%

15.70%

0.00%

Have you increased the amount of marketing dollars spent on mobile marketing this year compared to last?

11

0.00%

20.00%

40.00%

60.00%

80.00%

100.00% 64.30%

32.90%

2.90%

Which of the following best describes your business' marketing team?

12

I am th

e marke

ting team.

There is

an intern

al marke

ting team

I use

extern

al reso

urces f

or marke

ting efforts

Other, please

specif

y:

N/A, I

do not have

a marke

ting team

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

64.20%

13.60% 11.00%0.60%

10.60%

In what industry is your business?

13

Technology

Arts /

Design

Food /

Bevera

ge

Marke

ting / Adve

rtisin

g

Event /

Entertainment

Financia

lRetail

Servi

ce

Other, please

specif

y:0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

9% 8%4% 2% 5% 5%

12%

28% 28%

RESPONDENT DEMOGRAPHICS

14

Please indicate your age:

15

22 - 30 31 - 40 41 - 50 51 - 60 60+ 21 years or younger0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

15%

25% 26% 23%

11%

0%

What is your gender?

16

Male Female0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

50.60% 49.40%

What is your annual household income?

17

Under $25,000 $25,000 – $49,999

$50,000 - $74,999

$75,000 - $149,000

$150,000 or more

Prefer not to answer

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

9.60%

25.60% 27.00% 27.40%

7.40%3.00%

Which of the following best describes your ethnicity?

18

Caucasian / White

African American Hispanic Native American Asian Other0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

81.60%

7.20% 6.00%0.80% 2.60% 1.80%

What is the highest level of education you completed?

19

Some high sc

hool

High school

Associa

te degree

Some co

llege

Bachelor d

egree

Maste

r's degre

e

Doctora

l degre

e

Professi

onal degre

e (e.g. JD

, MD)

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

1.60%

14.40% 11.20%

27.40% 30.00%

11.20%0.80% 3.40%

APPENDIX

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