Connecticut

Although Connecticut had a slightly lower than average percentage of Drivers (33%), it still ranked among the top 10 among states for revenue projections (-12% vs. -16% avg.). Connecticut SMBs leaned heavily into SEO (73%), social media (67%) and customer relationship management tools (66%), while almost half (48%) increased their investment in digital tools during COVID-19. They are now most interested in recovery (50%), retaining their customer base (41%) and optimizing business operations (40%). Their top barriers to digital tool adoption are an information deficit (59%), cost (42%) and lack of skills (37%).

Connecticut Map
33%
Driver
28%
Adopter
24%
Maintainer
16%
Non-seg

Average revenue reduction

-12%   -16% avg.

% comfort with digital tools pre-COVID-19

65%   68% avg.

% plan to use tools more post-COVID-19

52%   53% avg.

Top 3 tools used pre-COVID-19

1) Search engine optimization/SEO (73% vs. 64%)

2) Social media/video platforms (67% vs. 69%)

3) Online marketplace (66% vs. 53%)

% increased use of tools during COVID-19

84%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (40% vs. 39%)

Retain my customer base? (41% vs. 42%)

Recover from the damage done by COVID-19? (50% vs. 44%)

Top 3 tools interested in adopting

1) Business website (10% vs. 9%)/p>

2) CRM platforms (10% vs. 11%)

3) Online training platforms (10% vs. 10%)

Top 3 learning formats of interest

1) Webinars or livestreams (50% vs. 47%)

2) Step-by-step video tutorials (62% vs. 56%)

3) In person classes (41% vs. 30%))

Top barriers to digital tool adoption

49% avg.

59%

Information deficit

23% avg.

42%

Lack of skills

45% avg.

24%

Cost

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