Another survey (from Browser Media) has found a kind of SMB paradox. The December 2013 survey found that SMBs overwhelmingly believe their websites are important or critical to their success but most aren’t investing to improve or market them.
The survey, conducted in the UK with a relatively small sample of 188 mostly SMBs, found that 79% see their websites as very important or critical. However nearly 60% aren’t investing in them.
This SMB “inertia” (“we recognize it’s important but aren’t doing anything”) was also on display in a recent survey about mobile US and UK SMB mobile marketing from directory publisher Hibu.
In that survey the publisher found that only 6% of respondents had mobile-optimized sites (45% in both countries had no site). The business owners said a mobile (optimized) site would generate more revenue; yet only 12% said they were likely to develop one in the next 12-18 months.
In an Opus Research survey last year of roughly 1,200 SMBs in the US, the business website was also seen as a critical asset. It was the number one answer to the question, “If you had a significant increase in your [marketing] budget where would you choose to put that money?”
This “passivity,” observed in both the Browser Media and Hibu studies, is very curious. Which of the following do you think best explains it:
- Lack of money to invest
- Lack of resources or knowledge of where to turn for marketing/development help
- Insufficient time to act on desires because of demands of running the business day to day