Sensis have issued the 2012 e-business report, and it’s full of interesting trends in the social and mobile spaces. CosmicVillage has been following these reports over the last 5 years which have reflected the increase in Social and Mobile activity in SME (Small-Medium Enterprises). Five years is not a very long time for the amount of change SMEs have had to endure, but this is the pace of technological change – and as such it’s adapt or suffer for most SMEs.
Below are a few highlights from the report with a commentary (the full report link is placed at the end).
SMB Social Media Presence
All SMEs showed a 9% increase in having a social media presence, with Facebook being the primary social networking site of choice.
Impact of Social Media
Many businesses fear using Social Media and with the recent ruling that Facebook pages can now become legal minefields, I have heard many businesses question using social media. However, the Sensis report shows that there is 50% likelihood of positive or zero impact vs. a 2% chance of negative impact.
Advertising in Social + Mobile
SMEs are now dedicating a portion of their advertising budgets to Social Media and Mobile, with almost 1/5 of advertising budget dedicated to Social Media.
SMEs are now incorporating both Social Media and Mobile into their digital media strategies. Not surprisingly, Mobile remains higher than Social Media as was the case in 2011. This may be due to SMEs recognising the shift from web to mobile based services and the development of apps.
SMEs are still reluctant to develop applications for their business, even though they recognise the importance of Mobile. This was a rather surprising result and could be due to the high cost of application development and lack of knowledge from a SMEs perspective. Apple of course dominated the application market, however another surprise was the low rate of tablet applications being developed.
Internet Access Preference
The report indicates a growing trend that Australians are now accessing the internet through their mobile devices with over 55% of respondents affirming this.
Mobile Usage by Age
The majority of all respondents across all age demographics are now using mobile phones to access the internet, reflecting that we have now definitely moved into the mobile web and use it as a form of keeping connected at work, home and whilst out.
Social Network Usage by Age
Social networks are now also being accessed by all age groups with obvious results for Gen Y and under demographics, but also a large and growing portion of 50+ Social Networking users.
Frequency of using Social Networks
Two thirds of all respondents surveyed admitted to using Social Networks more than once per day, and 59% responding with at least once per day, indicating that we use our social networks to communicate and keep up with the latest news from our circles.
For the full report click HERE.
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