These data tables compile insights from over 9,500 interviews with business owners to help you prepare for 2023 and beyond. The Social Media set includes 57 tables that break out all the social media questions cross-tabbed against our standard banner (see below for more details). The results also include significant tests run at a 95% confidence level, and the differences are noted. Indexes are also provided when they are applicable.
This custom grouping places small businesses in categories based on size. SMB- 1-5 employees, Emerging (EMG) 6-10 employees, Mid-Market (MM) 11-30 employees, and Enterprise (ENT) 30+ employees.
This groups businesses into employer and non-employer categories.
This groups businesses by size. There are six standard sizes: sole proprietor, 2-4 employees, 5-9 employees, 10-19 employees, 20-49 employees, and 50 or more employees.
This indicates the number of business locations. There are five standard sizes: 1 location, 2-3 locations, 4-5 locations, 6-10 locations, and more than 10 locations.
This variable indicates how long the business has been in operation. The standard groupings are Less than one year, 1 to 3 years, 3-6 years, 6-10 years, 10-15 years, and 15+ years.
This provides the age of the primary owner of the business. The groupings are 18-25, 26-34, 35-44, 45-54, 55-64, and 65 and older.
This provides the age generation of the primary owner. The groupings are Gen Z, Gen Y, Gen X, Boomers, and Silent Generation.
This data provides the gender of the primary business owner. It includes male, female, and equally male/female.
This data provides the ethnicity of the primary business owner. It includes Hispanic, Non-Hispanic, and Equally Hispanic/non-Hispanic.
This data provides the race status of the primary business owner. It includes White, Black or African American, American Indian and Alaska Native, Asian, Native Hawaiian and Other Pacific Islander, and Other.
This data provides the veteran status of the primary business owner. The data includes Veteran-owned, Equally veteran-/nonveteran-owned, and Non-veteran-owned.
This data is a grouping based off gender, ethnicity, and race. It groups businesses into minority status. The data includes Minority, Equally minority/nonminority, Nonminority.
The business type data groups businesses in their primary service or North American Industry Classification System (NAICS) category. Our groupings generally follow the two-digit sectors. We do have some custom groupings. The following are standard groupings: Home Services, Professional Services, Personal Services, Retail, Automotive Services, Healthcare Services, Pet Care and Pet Services, Financial or Insurance Services, Real Estate or Property Management, Accommodation and Food Services, Arts and Entertainment Services, Transportation & Warehousing Services, Education, Construction, Manufacturing, Agriculture, Wholesale Trade, and Misc.
This data is the most recent fiscal year’s total sales revenue. It includes the following groupings: Less than $250K, $250K to $500K, $500K to $1M, $1M to $5M, $5M to $10M, $10M to $20M, and More than $20M.
This data indicates if the business is part of a franchise. The groupings are franchise and non-franchise.
This data is a custom grouping based on our internal prioritization model. It groups businesses into Startups, Survival, Early Growth, Sustain/maintain, Decline, and High Growth.
This data is a custom grouping based on the size of the marketing budget. Core spenders (<$25K) and Plus spenders (>$25K).
This is a custom grouping that indicates if the business has any paid digital advertising. The data categories are Yes and No.
This custom grouping indicates if the business is using any online software to help manage/operate its business. The categories are Yes and No.
This data is based on census classifications for geography. It indicates where the primary business location resides. The categories are Urban, Suburban, and Rural.
|Table No.||Crosstab Name||Table Name|
|1||LPR-Table B1: Business Outlooks||What is your outlook on your marketing/promotional budget for your business over the next 12 months?|
|2||LPR-Table H1: Marketing Budgets||Do you have a digital advertising budget?|
|3||LPR-Table H2: Marketing Goals||What are your marketing goals for your business?|
|4||LPR-Table H3: Marketing Channels||Marketing Channels Used|
|5||LPR-Table H3: Marketing Channels||New Marketing Channels in 6 months|
|6||LPR-Table J1: Social||What social media channels do you use for promotional purposes?|
|7||LPR-Table J2: Social Expectations & Challenges||What are your business goals / expectations for using social media?|
|8||LPR-Table J2: Social Expectations & Challenges||What are your biggest challenges using social media for promotional purposes?|
|9||LPR-Table J3: Social Advertising||What of the following types of YouTube advertising has you business used for marketing / promotional efforts?|
|10||LPR-Table J3: Social Advertising||Which of the following TikTok ads has your business used for marketing / promotional efforts?|
|11||LPR-Table J3: Social Advertising||What types of Instagram ads has your business used for marketing / promotional purposes?|
|12||LPR-Table J3: Social Advertising||What types of Facebook ads has your business used for marketing / promotional efforts?|
|13||LPR-Table J3: Social Advertising||Which of the following Snapchat ads has your business used for marketing / promotional efforts?|
|14||LPR-Table J4: Social Measurements||How does your business measure the success of social media programs?|
|15||LPR-Table J5: Social Monitoring||Does your business monitor social media feedback from your customers?|
|16||LPR-Table J5: Social Monitoring||Does your business respond to negative comments on social media channels?|
|17||LPR-Table J5: Social Monitoring||How often do you respond to the negative comments on social media channels?|
|18||LPR-Table J5: Social Monitoring||How often does your business update social media content?|
|19||LPR-Table J6: Social Effectiveness|
|20||LPR-Table J6: Social Effectiveness|
|21||LPR-Table J6: Social Effectiveness|
|22||LPR-Table J6: Social Effectiveness|
|23||LPR-Table J6: Social Effectiveness||YouTube|
|24||LPR-Table J6: Social Effectiveness||Blogs|
|25||LPR-Table J6: Social Effectiveness||Google+ / Google My Business|
|26||LPR-Table J6: Social Effectiveness|
|27||LPR-Table J6: Social Effectiveness||Snapchat|
|28||LPR-Table J6: Social Effectiveness||TikTok|
|29||LPR-Table J7: Social Satisfaction||All Social Sat|
|30||LPR-Table K1: Marketing Help||Which of the following areas does your business need the most help with?|
|31||LPR-Table L1: Ratings & Reviews||What impact do you think customer ratings and reviews has on a business?|
|32||LPR-Table L1: Ratings & Reviews||Has your business ever claimed a free listing online?|
|33||LPR-Table L1: Ratings & Reviews||Approximately, how many listings has your business claimed?|
|34||LPR-Table L1: Ratings & Reviews||Does your business use any software tools or 3rd parties to help you manage the map/directory listings?|
|35||LPR-Table L1: Ratings & Reviews||Does your business use ratings and reviews?|
|36||LPR-Table L1: Ratings & Reviews||Does your business respond to negative ratings or reviews?|
|37||LPR-Table L1: Ratings & Reviews||When your business responds to a negative rating or review, what is the typical response time?|
|38||LPR-Table S1: Firmographics||SMB Category|
|39||LPR-Table S1: Firmographics||Employer Status|
|40||LPR-Table S1: Firmographics||SMB Size|
|41||LPR-Table S1: Firmographics||Locations|
|42||LPR-Table S1: Firmographics||Tenure|
|43||LPR-Table S1: Firmographics||Age Range|
|44||LPR-Table S1: Firmographics||Generation|
|45||LPR-Table S1: Firmographics||Gender|
|46||LPR-Table S1: Firmographics||Ethnicity|
|47||LPR-Table S1: Firmographics||RaceStatus|
|48||LPR-Table S1: Firmographics||Veteran|
|49||LPR-Table S1: Firmographics||MinorityStatus|
|50||LPR-Table S1: Firmographics||BusinessType|
|51||LPR-Table S1: Firmographics||Revenue|
|52||LPR-Table S1: Firmographics||Franchise|
|53||LPR-Table S1: Firmographics||Business Phase|
|54||LPR-Table S1: Firmographics||Marketing Budget|
|55||LPR-Table S1: Firmographics||Do you have a digital advertising budget?|
|56||LPR-Table S1: Firmographics||Have you adopted any technology to help run your business?|
|57||LPR-Table S1: Firmographics||Geo Category|
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