Indiana

Indiana ranked among the top 10 in states with a high percentage of Drivers (42%) and its SMB owners had a higher than average (71%) comfort level with digital tools. Yet their projected revenue (-19%) fell below the national average. Indiana SMBs leaned more heavily on digital tools during COVID-19 than they had previously (75% vs 72% avg.) and most (53%) intend to their use of digital tools post-COVID-19. The high percentage of Drivers contributed to Indiana SMBs feeling technologically prepared (42%) for COVID-19, and nearly half (49%) adapted or changed their product offerings during the crisis.

Indiana Map
42%
Driver
39%
Adopter
18%
Maintainer
2%
Non-seg

Average revenue reduction

-19%   -16% avg.

% comfort with digital tools pre-COVID-19

71%   68% avg.

% plan to use tools more post-COVID-19

53%   53% avg.

Top 3 tools used pre-COVID-19

1) Search engine optimization / SEO (68% vs. 64%)

2) Business websites (74% vs. 69%)

3) Social media and video platforms (68% vs. 69%)

4) Digital payments (75% vs. 67%)

% increased use of tools during COVID-19

75%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (42% vs. 39%)

Retain my customer base? (46% vs. 42%)

Grow my customer base? (45% vs. 40%)

Top 3 tools interested in adopting

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

2) Online training platforms (14% vs. 10%)

3) Online hiring platforms (13% vs. 8%)

Top 3 learning formats of interest

1) Webinars or livestreams (39% vs. 47%)

2) Step-by-step video tutorials (51% vs. 56%)

3) Step-by-step written guides (47% vs. 42%)

Top barriers to digital tool adoption

49% avg.

38%

Information deficit

45% avg.

45%

Cost

28% avg.

28%

Unsure of ROI

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