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SMBs Up Website Spending

Large majority of SMBs do not offer mobile-optimized websites

April 8, 2014 | Media Buying | SMB

j2 Global reported that small and medium-sized businesses (SMBs) planned on increasing their online presence, such as setting up their websites, in 2014, and recent research by Thrive Analytics found similar results. According to its study, 40% of US SMBs planned to increase spending on their company websites this year.

Digital Channels Where US SMBs Plan to Invest, 2013 & 2014 (% of respondents)

This was the top response, with No. 2 paid search advertising trailing by 10 percentage points. In addition, company websites were the only digital area where a higher percentage of respondents planned to up spending compared with 2013. This was likely due to the fact that 50% of SMBs cited company websites as the most effective promotional or marketing method—once again, the top response by a long shot.

Data published in January 2014 by Ad-ology Research also showed that website improvement was the top digital marketing tactic on which US small businesses planned to spend more—though it was cited by a much smaller percentage. Around one-quarter planned to spend more on developing and designing their corporate websites.

Though SMBs are focusing on their websites, they’re still struggling with mobile-optimized sites. Thrive Analytics found that 70% of SMBs with websites had ones that were not mobile-optimized. And according to Ad-ology Research, just 27.2% of US small businesses offered smartphone users a mobile version of their websites, compared with more than three in five that did not.

US Small Businesses that Offer Smartphone Users a Mobile Version of Their Website, Dec 2013 (% of respondents)

As SMBs see improvements in their company websites, it’s likely that those optimized for mobile won’t be far behind.

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