California

A state tracking closely with the trends and diversity of the nation as a whole, many California SMBs had a basic digital infrastructure including a web and social media presence prior to COVID-19, and they leaned more heavily on digital tools during COVID-19 than previously.

With an average -16% revenue reduction on the year, these businesses are heavily oriented towards recovery (40%) and growing their customer base (41%), and most (59%) intend to increase their use of digital tools in support of these aims, even while they worry about data privacy (28%), ROI (26%), and costs (24%).

California Map
37%
Driver
33%
Adopter
26%
Maintainer
4%
Non-seg

Average revenue reduction

-16%   -16% avg.

% comfort with digital tools pre-COVID-19

71%   68% avg.

% plan to use tools more post-COVID-19

59%   53% avg.

Top 3 tools used pre-COVID-19

1) Business website (72% vs. 69%)

2) Social media/video platforms (66% vs. 69%)

3) Video conferencing (65% vs. 60%)

% increased use of tools during COVID-19

72%   72% avg.

Top post-COVID-19 questions

How will I...

Grow my customer base? (41% vs. 40%)

Recover from the damages done by COVID-19? (40% vs. 44%)

Optimize my business operations? (38% vs 39%)

Top 3 tools interested in adopting

1) Digital ads (12% vs. 9%)

2) CRM platforms (12% vs. 11%)

3) Customer insights tools (12% vs. 11%)

Top 3 learning formats of interest

1) Webinars or livestreams (49% vs. 47%)

2) Step-by-step video tutorials (54% vs. 56%)

3) Step-by-step written guides (43% vs. 42%)

Top barriers to digital tool adoption

49% avg.

49%

Information deficit

45% avg.

43%

Cost

28% avg.

28%

Protecting company and employee data privacy

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