Less Than 20% of SMB Websites Link to Social Presence, According
to SMB DigitalScape
BIA/Kelsey and vSplash to present latest SMB DigitalScape data next
week at the Local Search Association’s ‘Search Starts Here’ conference
in Boca Raton, Florida
CHANTILLY, Va., and LYNDHURST, N.J. (April 16, 2012) – The
latest data from SMB
DigitalScape, the powerful
data collection and analysis engine that gauges
the state of digital media and commerce among
small and medium-sized businesses, indicates
only 19.5 percent of SMB websites have a link to a Facebook page, and
even fewer have links to Twitter and LinkedIn.
Analysts from BIA/Kelsey and vSplash will discuss the implications
of the widening gap between consumer adoption of digital platforms
and the deficiencies in SMBs’ digital presence at next week’s “Search
Starts Here” conference, produced by the Local
in partnership with BIA/Kelsey, April 21-24, in Boca Raton, Florida.
“SMBs worldwide are falling behind consumers in the digital
commerce arena,” said Neal Polachek, industry expert. “There’s
a tremendous opportunity for SMB aggregators and resellers to bridge
this gap, but it will require strategic commitment and solid execution.”
“Consumers are growing to expect certain levels of SoLoMo functionality,” said
Charles Laughlin, senior vice president and program director, BIA/Kelsey. “If
SMBs don’t catch up with consumers, national players could gain
a critical advantage over local independent providers. At ‘Search
Starts Here’ we’ll discuss how directory publishers and
other SMB aggregators can capitalize on this opportunity.”
Developed by vSplash, SMB DigitalScape has analyzed more than 1 million SMB
websites around the world in 14 countries, including more than 700,000 in the
U.S. BIA/Kelsey and vSplash recently
announced a strategic partnership for
the distribution of SMB DigitalScape data in the United States.
BIA/Kelsey and vSplash previously released the following findings from SMB
- Six out of 10 SMB websites in the U.S. are missing either a local
or toll-free telephone number on the home page to contact the business.
- 74.7 percent of SMB websites lack an email link on their home
page for consumers to contact the business.
- 65.7 percent of SMB websites lack a form-fill option to enable
consumers to request information.
- 93.3 percent of SMB websites are not mobile compatible and will
not render successfully on mobile devices or smartphones.
“This empirical data gives digital marketing companies the market intelligence
that will help them align their products and strategies with the most vital
needs of their SMB customers,” said Anthony Bratti, senior vice president,
business development, vSplash.
Based in Lyndhurst, New Jersey, vSplash is
a leading global provider of digital media and commerce solutions to SMB and
local marketing aggregators. Using its trusted market data and analytics, vSplash
identifies actual SMB needs, which represent real revenue opportunities for
its partners. vSplash helps its partners capitalize on market opportunities
by delivering scalable Web-based marketing, advertising, directory, commerce
and fulfillment solutions for corporations, educational institutions and governments
worldwide. vSplash leverages global resources and expertise deployed around
the world to produce more than 10,000 forms of digital media each month. Follow
vSplash on Twitter at http://twitter.com/vSplashTechlabs and
on Facebook at https://www.facebook.com/vSplashTechlabs.
BIA/Kelsey advises companies in the local media space through consulting and
valuation services, research, Continuous Advisory Services and conferences.
Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic directory markets, as well
as to government agencies, law firms and investment companies looking to understand
trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives
from across industries seeking expert guidance on how companies are finding
innovative ways to grow. Additional information is available at http://www.biakelsey.com,
on the company’s Local
Media Watch blog and on Twitter at http://twitter.com/BIAKelsey.