Sixty-Six Per Cent of Small Businesses in Great Britain Embracing Mobile
But the majority not leveraging mobile solutions for business, with no plans
LONDON -- July 4, 2013
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
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:
*Only 7 per cent of small businesses report that they are currently
advertising through mobile.
*The overwhelming majority of small businesses, 80 per cent, are not
utilising mobile/social advertising and have no plans to do so.
*Six per cent have never utilised mobile advertising but have plans to do
so in the next six months.
Advertising through social platforms:
*19 per cent of small businesses are currently advertising through social
platforms, and an additional 9 per cent plan to start in the next six
*60 per cent have never advertised through social media platforms and don’t
plan to start in the next six months.
*17 per cent of small businesses report having a mobile-optimised website.
*Of those, the majority (51 per cent) have social-media-enabled features,
while others are leveraging individual product listings (37 per cent),
menus (34 per cent), payment processing (27 per cent) and customer reviews
(22 per cent) on their mobile sites.
*Another 12 per cent of small businesses plan to create a mobile-optimised
website in the next six months.
*The majority of respondents, 62 per cent, have never had a
mobile-optimised website, and do not plan to create one in the next six
Mobile-/tablet-based payment point of sale:
*Only 6 per cent of small businesses are currently using a mobile- or
tablet-based payment point of sale system, with another 6 per cent
planning to start in the next six months.
*Most respondents, 80 per cent, have never used a mobile- or tablet-based
payment point of sale system, and do not plan to start in the next six
Mobile apps for business and operations:
*The majority of small businesses have never used mobile apps to manage
operations (74 per cent) or general business activities (73 per cent), and
do not plan to start in the next six months
*Only 10 per cent of small businesses are currently using dedicated mobile
business apps or mobile apps to manage operations (accounting, inventory
management, CRM, employee management).
*Further, only 7 per cent of small businesses plan to start using mobile
apps for operations, and another 7 per cent plan to start using other
mobile business apps in the next six months.
“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:
Additional mobile-focused educational resources are available on the Constant
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
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.
Minal Patel, +44 (0) 207 297 2382
Jeremiah Sisitsky, 339-222-5740
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