vSplash & BIA/Kelsey present SMB DigitalScape data
SMB DigitalScape, a powerful data collection and analysis engine from vSplash, gauges the state of SMB digital media and commerce. It has analyzed more than one million SMB websites around the world in 14 countries, including 700,000 in the U.S. SMB DigitalScape offers SMB aggregators the market intelligence to identify and monetize their best market opportunities.
Initial findings from the latest SMB DigitalScape analysis were presented by BIA/Kelsey at this week’s Interactive Local Media East (ILM East), March 26-28, in Boston.
Empirical data from SMB DigitalScape includes:
- 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.
“We believe local media companies in the U.S. can benefit greatly by having access to SMB DigitalScape,” said Rick Ducey, managing director, BIA/Kelsey. “It offers them a powerful tool to measure, in aggregate, their customers’ digital presence and determine strategic and tactical selling opportunities.”
“The data coming out of the SMB DigitalScape engine certainly point to considerable market opportunity for SMB marketers and aggregators, as many SMB websites today are deficient across multiple dimensions,” said Steve Marshall, director of research, BIA/Kelsey. “As you go through the data, it becomes pretty clear that while the world is shifting to a social, local, mobile — or SoLoMo — orientation, most SMBs are just not there yet.”
Additional SMB DigitalScape findings suggest that many SMB websites are not as technically sound from a search engine optimization perspective as they should be in order to be found. Deficiencies include lack of meta-titles, privacy policies and keywords. A large untapped opportunity for SEO professionals.