Massachusetts

Similar to the nation at large, Massachusetts SMBs leaned more heavily on digital tools during COVID–19 than they had previously (74% vs. 72% avg.) and generally found digital tools more helpful during COVID–19 (57% vs. 53%) than they had previously.

Looking to the future, most (54%) intend to make heavier use of digital tools in the future. Reflecting their focus on retaining (44%) and growing (42%) their customer base, these SMBs are especially interested in adopting digital advertising (14% vs. 9%) and customer insights tools (12% vs. 11%).

Massachusetts Map
34%
Driver
33%
Adopter
25%
Maintainer
8%
Non-seg

Average revenue reduction

-16%   -16% avg.

% comfort with digital tools pre-COVID-19

62%   68% avg.

% plan to use tools more post-COVID-19

54%   53% avg.

Top 3 tools used pre-COVID-19

1) Business websites (73% vs. 69%)

2) Social media/video platforms (64% vs. 69%)

3) Digital payments (64% vs. 67%)

% increased use of tools during COVID-19

74%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (36% vs. 39%)

Retain my customer base? (44% vs. 42%)

Grow my customer base? (42% vs. 40%)

Recover from the damages done by COVID-19? (36% vs. 44%)

Top 3 tools interested in adopting

1) Local listings (9% vs. 9%)

2) Digital ads (14% vs. 9%)

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

Top 3 learning formats of interest

1) Webinars or livestreams (45% vs. 47%)

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

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

Top barriers to digital tool adoption

49% avg.

42%

Information deficit

45% avg.

42%

Cost

28% avg.

29%

Protecting company and employee data privacy

CareAcademy

Boston, Massachusetts

With an already quasi-remote workforce, this company leaned even more heavily into remote connectivity tools to coordinate scheduling, create new business offerings and offer crisis information.

Learn more
CareAcademy

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