Iowa

Despite their above average use of digital tools such as social media and SEO, Iowa SMBs’ disproportionate concentration in non–digital industries (37% vs. 26% avg) resulted in worse than average business outcomes in the state. As a result of COVID–19, most Iowa SMBs had to reduce their hours of operation (57% vs. 43% avg.), and they anticipate worse than average business outcomes as a result of COVID-19 (-21% vs. -16% avg.).

With below average comfort with digital tools (53% vs. 68% avg.), Iowa SMBs are especially focused on digitally preparing their business for future (46% vs. 37% avg).

Iowa Map
30%
Driver
32%
Adopter
19%
Maintainer
19%
Non-seg

Average revenue reduction

-21%   -16% avg.

% comfort with digital tools pre-COVID-19

53%   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 (74% vs. 64%)

2) Social media and video platforms (74% vs. 69%)

3) Digital ads (73% vs. 58%)

4) Digital payments (73% vs. 67%)

% increased use of tools during COVID-19

82%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (44% vs. 39%)

Retain my customer base? (45% vs. 42%)

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

Digitally prepare my business for the future?(46% vs. 37%)

Top 3 tools interested in adopting

1) Customer relationship management platforms (12% vs. 11%)

2) Collaboration tools (12% vs. 7%)

3) Online hiring platforms (14% vs. 8%)

Top 3 learning formats of interest

1) Webinars or livestreams (46% vs. 47%)

2) Step-by-step video tutorials (49% vs. 56%)

3) In person classes (49% vs. 30%)

Top barriers to digital tool adoption

49% avg.

63%

Information deficit

45% avg.

52%

Cost

28% avg.

34%

Protecting company and employee data privacyI

Want more insights on the Digital Safety Net?

Sign up to be the first to receive our reports and findings.

To submit this form, you need to accept our Privacy statement

Thank you for subscribing.

You can see the full report here

Download report