Michigan

Michigan ranked in the top five among states for its number of Adopter businesses (39%) and entered the pandemic with a less than average (64%) level of comfort with digital tools. These SMBs faced average projected revenue reduction. Width 42% of Michigan SMBs above average interest in customer insight tools and digital ads as they shift their focus to recovering from COVID-19 (46%).

Michigan Map
31%
Driver
39%
Adopter
23%
Maintainer
7%
Non-seg

Average revenue reduction

-16%   -16% avg.

% comfort with digital tools pre-COVID-19

64%   68% avg.

% plan to use tools more post-COVID-19

50%   53% avg.

Top 3 tools used pre-COVID-19

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

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

3) Collaboration tools (61% vs. 60%)

% increased use of tools during COVID-19

65%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (45% vs. 39%)

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

Recover from the damages done by COVID-19? (46% vs. 44%)

Top 3 tools interested in adopting

1) Customer relationship management platforms (14% vs. 1%)

2) Customer insights tools (11% vs. 11%)

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

Top 3 learning formats of interest

1) Webinars or livestreams (55% vs. 47%)

2) Step-by-step video tutorials (50% vs. 56%)

3) Step-by-step written guides (43% vs. 42%)

Top barriers to digital tool adoption

49% avg.

49%

Information deficit

45% avg.

43%

Cost

28% avg.

31%

Protecting company and employee data privacy

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