2023 Local Pulse Report™- Technology Adoption Data Tables
LPR Data Cover 5
Thrive Analytics
Data Tables

These data tables compile insights from over 9,500 interviews with business owners to help you prepare for 2023 and beyond. The Technology Adoption set includes 82 tables that break out all the technology 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.

Banner Data
SMB Category
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.
Employer Status
This groups businesses into employer and non-employer categories.
SMB Size
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.
Age Range
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.
Race Status
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.
Veteran Status
This data provides the veteran status of the primary business owner. The data includes Veteran-owned, Equally veteran-/nonveteran-owned, and Non-veteran-owned.
Minority Status
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.
Business Type
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.
Franchise Status
This data indicates if the business is part of a franchise. The groupings are franchise and non-franchise.
Business Phase
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.
Marketing Budget
This data is a custom grouping based on the size of the marketing budget. Core spenders (<$25K) and Plus spenders (>$25K).
Digital Advertising
This is a custom grouping that indicates if the business has any paid digital advertising. The data categories are Yes and No.
Technology Adoption
This custom grouping indicates if the business is using any online software to help manage/operate its business. The categories are Yes and No.
Geo Category
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 I1: Websites Does your business have a website?
2 LPR-Table I1: Websites Does your business have a strategy to reach mobile customers?
3 LPR-Table I1: Websites Is your website optimized for mobile devices?
4 LPR-Table I1: Websites Does your business have ecommerce capabilities?
5 LPR-Table I2: No Website Reasons Why does your business not have a website?
6 LPR-Table I3: Website Management & Upgrades Who manages the updates for your website?
7 LPR-Table I3: Website Management & Upgrades How often does your business update your website?
8 LPR-Table I3: Website Management & Upgrades What updates have you made to your website over the past year?
9 LPR-Table I3: Website Management & Upgrades What updates do you plan to make to your website next year?
10 LPR-Table I4: Website Satisfaction How satisfied are you with your current website provider?
11 LPR-Table M1: Tech Adoption Have you adopted any technology to help run your business?
12 LPR-Table M1: Tech Adoption Please indicate if your business has implemented software-as-a-service (SaaS) or other cloud-based services to support your business in the following areas:
13 LPR-Table M1: Tech Adoption What is your budget for technology?
14 LPR-Table M1: Tech Adoption Advertising
15 LPR-Table M1: Tech Adoption Payroll
16 LPR-Table M1: Tech Adoption Operational Platforms
17 LPR-Table M1: Tech Adoption Recruiting & Hiring
18 LPR-Table M1: Tech Adoption Sales Planning
19 LPR-Table M1: Tech Adoption Cash-flow Management
20 LPR-Table M1: Tech Adoption Customer Support
21 LPR-Table M1: Tech Adoption Transportation/Logistics
22 LPR-Table M1: Tech Adoption CRM
23 LPR-Table M1: Tech Adoption Marketing
24 LPR-Table M1: Tech Adoption Content Management
25 LPR-Table M1: Tech Adoption Financing
26 LPR-Table M1: Tech Adoption Communication
27 LPR-Table M1: Tech Adoption Scheduling
28 LPR-Table M1: Tech Adoption Accounting
29 LPR-Table M1: Tech Adoption Sales/Ordering
30 LPR-Table M1: Tech Adoption Commerce Platforms
31 LPR-Table M1: Tech Adoption Analytics
32 LPR-Table M1: Tech Adoption Data Security & Privacy
33 LPR-Table M1: Tech Adoption Payment Processing
34 LPR-Table M2: Software Upgrades Advertising
35 LPR-Table M2: Software Upgrades Payroll
36 LPR-Table M2: Software Upgrades Operational Platforms
37 LPR-Table M2: Software Upgrades Recruiting & Hiring
38 LPR-Table M2: Software Upgrades Sales Planning
39 LPR-Table M2: Software Upgrades Cash-flow Management
40 LPR-Table M2: Software Upgrades Customer Support
41 LPR-Table M2: Software Upgrades Transportation/Logistics
42 LPR-Table M2: Software Upgrades CRM
43 LPR-Table M2: Software Upgrades Marketing
44 LPR-Table M2: Software Upgrades Content Management
45 LPR-Table M2: Software Upgrades Financing
46 LPR-Table M2: Software Upgrades Communication
47 LPR-Table M2: Software Upgrades Scheduling
48 LPR-Table M2: Software Upgrades Accounting
49 LPR-Table M2: Software Upgrades Sales/Ordering
50 LPR-Table M2: Software Upgrades Commerce Platforms
51 LPR-Table M2: Software Upgrades Analytics
52 LPR-Table M2: Software Upgrades Data Security & Privacy
53 LPR-Table M2: Software Upgrades Payment Processing
54 LPR-Table M3: Importance of Software Upgrades How important is increasing your use of software-as-a-service (SaaS) or other cloud-based services to support your current business goals?
55 LPR-Table M4: Reasons For Software Upgrades What are the main reasons for adopting software solutions / technology for your business?
56 LPR-Table M5: Reasons For No Software Upgrades What are you main reasons for not adopting software solutions /technology for your business?
57 LPR-Table M6: Technology Upgrades Have you upgraded any technology in the last 12 months?
58 LPR-Table M6: Technology Upgrades What technology upgrades has your business done in the past 12 months?
59 LPR-Table M7: Benefits of Technology Upgrades What are the main benefits of using new technology or software for your business?
60 LPR-Table N1: Payments Accepted Which payment methods does your business accept? (Please select all that apply.)
61 LPR-Table O1: Digital Challenges What are your biggest challenges with digital media?
62 LPR-Table S1: Firmographics SMB Category
63 LPR-Table S1: Firmographics Employer Status
64 LPR-Table S1: Firmographics SMB Size
65 LPR-Table S1: Firmographics Locations
66 LPR-Table S1: Firmographics Tenure
67 LPR-Table S1: Firmographics Age Range
68 LPR-Table S1: Firmographics Generation
69 LPR-Table S1: Firmographics Gender
70 LPR-Table S1: Firmographics Ethnicity
71 LPR-Table S1: Firmographics RaceStatus
72 LPR-Table S1: Firmographics Veteran
73 LPR-Table S1: Firmographics MinorityStatus
74 LPR-Table S1: Firmographics BusinessType
75 LPR-Table S1: Firmographics Revenue
76 LPR-Table S1: Firmographics Franchise
77 LPR-Table S1: Firmographics Business Phase
78 LPR-Table S1: Firmographics Marketing Budget
79 LPR-Table S1: Firmographics Do you have a digital advertising budget?
80 LPR-Table S1: Firmographics Have you adopted any technology to help run your business?
81 LPR-Table S1: Firmographics Geo Category
82 LPR-Table R1: Next 2-3 Years What do you think will have the biggest impact on your business over the next 2-3 years?


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