Main Street Goes Interactive: How small businesses are spending their online dollars
Borrell Associates Inc.
March 1, 2009 44 Pages - SKU: BAI2481761
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| Are small- and medium-sized business owners changing their spending habits? Are they abandoning traditional media for the Internet? Is the recession a tipping point for their ad spend?
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- Executive Summary
- CHAPTER 1 - Hunting the Elusive SMB
- Fig.1.1: U.S. Business Units by Employee Size Cohort
- Fig.1.2: Cumulative Share by Employee Size Cohort
- Fig.1.3: Spending Variation by Employee Size
- Fig.1.4: Ad Spending by Media Spending Stage
- Fig.1.5: Ad Spending Variation by Media Spending Stage
- Fig.1.6: Percentage of Online and Offine Ad Spending Shared by Each Media Stage
- Fig.1.7: Media Stage Pro le for Building Contractors
- Fig.1.8: Media Stage Pro le for General Merchandise Stores
- CHAPTER 2 - What’s happening in River City
- Fig.2.1: 2008 Estimated SMB Local Interactive Ad Spending
- Fig.2.2: 2008 SMB Local Interactive Ad Spending by Media Stage
- Fig.2.3: 2008 SMB Offine and Interactive Ad Spending, Showing “Big 3” Shares
- CHAPTER 3 - A Walk down Interactive Main Street
- Fig.3.1: SMB Local Ad Spending - Top 25 Categories, Ranked by Online Share
- Fig.3.2: Online Media Shares of SMB Media Stage 1 and 2 Online Ad Spending
- CHAPTER 4 - More Goes Toward “Non-Ad” Marketing
- Fig.4.1: SMB Ad and “Non-Ad” Share of ’08 Local Marketing Spend
- Fig.4.2: SMB Ad and “Non-Ad” Share of ’08 Local Interactive Marketing Spend
- Fig.4.3: SMB ’08 Local Interactive “Non-Ad” Spending - Share by Category
- CHAPTER 5 - The Future of Interactive Main Street
- Fig.5.1: Forecast SMB Local Interactive Ad Spending, Compared with
- Fig.5.2: 2009 Spending Plans for Selected Media Choices
- Fig.5.3: Selected Advertising Channels - Percent saying “Perform Strongly for my company”
- Fig.5.4: 2008 to 2013 Change in SMB Interactive Marketing Spending
- Fig.5.5: Change in SMB Local Interactive Marketing Budget, 2008 - 2013
- CHAPTER 6 - Where the Money Goes: “My Own Web site”
- Fig.6.1: Web site Support Spending for SMBs
- Fig.6.2: SMB Web Spending Compared to All U.S. Businesses
- Fig.6.3: Online Services Spending by Category - SMBs vs. All U.S. Business Units
- Conclusions and Recommendations
- Appendix A
- Appendix B
- Appendix C
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