LONDON--(BUSINESS WIRE)--Small businesses in Great Britain are ramping up use of mobile devices, but the majority are not leveraging mobile solutions for business, according to a new survey from Constant Contact®, Inc. (NASDAQ: CTCT). Of those surveyed in May 2013, 66 per cent are currently using a mobile device in their business operations. And while the majority are using smartphones and tablets, only 20 per cent report using mobile solutions, like QR codes, mobile-optimised websites, dedicated apps, and text message marketing, for their businesses, with most reporting no plans to start using mobile solutions in the future. These findings echo those of a recent Email Marketing Census from eConsultancy that revealed 39 per cent of businesses have no strategy in place for mobile optimisation.
Most small businesses don’t see the value of mobile for business
Despite the ongoing surge in mobile usage, of the respondents not using mobile devices or solutions, 59 per cent report that this is because they believe mobile is not relevant to their industry or business. Other popular roadblocks included not having a work or business-related smartphone (43 per cent), a lack of customer demand for mobile payment solutions (31 per cent), and lack of customer demand for mobile communications (27 per cent).
When asked which mobile solutions would be considered in the future, the most popular responses were “none of these” at 55 per cent, followed in a distant second by social media marketing (18 per cent), mobile-optimised business website (10 per cent), along with creating a dedicated mobile app for customers (10 per cent).
“There seems to be a big disconnect with small businesses’ perceived value of using mobile for business and the growing consumer usage of smartphones,” said Annette Iafrate, UK managing director at Constant Contact. “A recent survey from Nielsen found that 68 per cent of UK smartphone owners used their device to check email in the previous 30 days, and frequently use their smartphones for text messaging, social networking and perusing the mobile web. There will increasingly be missed opportunities for businesses not taking advantage of this growing trend.”
Some early adopters have embraced mobile as part of their marketing efforts
When businesses who use mobile devices or solutions were asked about specific ways it is being used, 17 per cent of small businesses report using mobile for social media marketing and 15 per cent for email marketing. Still, most mobile marketing methods are largely being left untapped, with 69 per cent of businesses saying “none of these” methods are being used. Text message marketing, mobile couponing, mobile-based loyalty programmes and mobile deals all received single digit responses.
Here are other ways these early adopters are embracing mobile:
Advertising through mobile devices:
Advertising through social platforms:
Mobile-/tablet-based payment point of sale:
Mobile apps for business and operations:
“Whilst most small businesses have yet to leverage mobile solutions in their businesses operations, those that do embrace mobile will have a distinct competitive advantage,” said Iafrate. “Understanding how to market with a mobile mindset will be essential to small business success moving forward. The good news is that is does not have to be difficult, and there are many resources available to small businesses looking to learn more.”
Constant Contact will host a free webinar for small businesses on mobile technology and marketing on 23 July 2013. The online event will review the value of integrating mobile into a marketing strategy and offer easy tips for how to get started immediately. For more information or to register, visit: http://www.constantcontact.com/learning-center/webinars/live/index.jsp.
Additional mobile-focused educational resources are available on the Constant Contact blog.
About the Study
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 508 small business decision makers (from businesses with less than 50 employees). Fieldwork was undertaken between 28-31 May 2013. The survey was carried out online.
About Constant Contact
Constant Contact wrote the book on Engagement Marketing™ – the new marketing success formula that helps small organisations create and grow customer relationships in today’s socially connected world. More than half a million small businesses, nonprofits and associations worldwide use the company’s online marketing tools to generate new customers, repeat business, and referrals through email marketing, social media marketing, event marketing, local deals, digital storefronts and online surveys. Only Constant Contact offers the proven combination of affordable tools and free KnowHow®, including local seminars, personal coaching and award-winning product support. The company further supports small organisations through its extensive network of consultants/resellers, technology providers, franchises and national associations.
Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.