Data coming out of vSplash adds more evidence to the argument that most SMBs are hopelessly behind when it comes to digital marketing. Today the company released some new statistics, based on an “audit” of 3.9 million SMB websites.
It’s often the case that opinion surveys misrepresent the state of things because they get at aspirations rather than behavior and the “facts on the ground” (e.g., do you intend to build a mobile website?).
The short version of what vSplash says is: SMB sites are lame, they’re not mobile optimized and they don’t take advantage of social. Here are the datapoints vSplash formally released:
- Discoverability: 26.4% [of SMBs] cannot be found in online searches because their websites earn a Google Page Rank of zero or have no Google Page Rank
- Mobile: 94.5% are not mobile optimized
- Social: On the home page, 91.2 percent lack a Facebook widget (e.g., “like” button); 94.6% lack a Twitter widget (e.g., “follow” button) and 83.6% lack a Twitter link
- Robustness: 93.7% do not display a contact email address
- Localization: 49.4% lack a phone number on the home page
- Ecommerce: 94.6% lack a shopping cart, prohibiting them from transacting business on the website
And on and on . . . It’s not enough that tools or technology solutions exist for many of these problems; they’re not being used.
This is a depressing reinforcement of other data in the market. For example, last month ConstantContact’s SinglePlatform unit published SMB survey results (n=350) that found 49% never update their online listings despite the fact that an equivalent number have discovered errors with their data. And Yext found that 43% of local listings contain some sort of error (address, name, phone number).
There are many more such statistics. There are some contradictory data that argue SMBs are using digital marketing tools successfully but much of the SMB market data looks like the information from vSplash.
Neal Polachek (formerly of BIA/Kelsey) and I will be presenting “The SMB State of the Union” at the upcoming Local Search Association conference in Las Vegas on April 15-16. It will explore some of the vSplash information as well as other material to provide some unique insights on SMBs and their current thinking about and adoption of digital media.