Maryland

Maryland ranked in the top five among states for its number of Adopters (37%) and entered the crisis with a slightly higher than average (71%) comfort level with digital tools. These Adopters were already using a basic infrastructure of website and social media, supported by collaboration tools and reported slightly less revenue than average. A majority (53%) adapted or changed their product or services offerings, which allowed half to retain or even grow their customer base. More than half (55%) of Maryland SMBs report they will use digital tools more post-COVID-19.

Maryland Map
31%
Driver
37%
Adopter
29%
Maintainer
3%
Non-seg

Average revenue reduction

-17%   -16% avg.

% comfort with digital tools pre-COVID-19

71%   68% avg.

% plan to use tools more post-COVID-19

55%   53% avg.

Top 3 tools used pre-COVID-19

1) Business websites (67% vs. 69%)

2) Social media/video platforms (63% vs. 69%)

3) Collaboration tools(66% vs. 60%)

% increased use of tools during COVID-19

75%   72% avg.

Top post-COVID-19 questions

How will I...

Grow my customer base? (46% vs. 40%)

Recover from the damage done by COVID-19? (42% vs. 44%)

Digitally prepare for the future? (44% vs. 37%)

Top 3 tools interested in adopting

1) Business website (9% vs. 9%)

2) Digital ads (10% vs. 9%)

3) Customer relationship management platforms (11% vs. 11%)

Top 3 learning formats of interest

1) Webinars or livestreams (44% vs. 47%)

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

3) Step-by-step written guides (41% vs. 42%)

Top barriers to digital tool adoption

49% avg.

48%

Information deficit

23% avg.

31%

Lack of skills

45% avg.

37%

Cost

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