Montana

Montana SMBs were among the bottom five in projected revenue loss (-23% vs. -16% avg.). Montana SMB owners entered the pandemic with a significantly lower comfort level (55% vs. 68% avg.) with digital tools. The negative effects from COVID-19 led 62% of Montana SMBs to reassess their approach to digital tools; only 38% of Montana SMBs entered the crisis feeling technologically prepared. As a result, 67% of Montana SMBs plan on using more digital tools post-COVID-19. Montana SMBs showed an average or higher interest in adopting digital ads, customer relationship management tools and customer insight tools.

Montana Map
19%
Driver
33%
Adopter
21%
Maintainer
28%
Non-seg

Average revenue reduction

-23%   -16% avg.

% comfort with digital tools pre-COVID-19

55%   68% avg.

% plan to use tools more post-COVID-19

67%   53% avg.

Top 3 tools used pre-COVID-19

1) Digital payments (84% vs. 67%)

2) Digital ads (76% vs. 58%)

3) Social media/video platforms (75% vs. 69%)

% increased use of tools during COVID-19

90%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (58% vs. 39%)

Digitally prepare for the future? (51% vs. 37%)

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

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

Top 3 tools interested in adopting

1) CRM platforms (20% vs. 11%)

1) Collaboration tools (20% vs. 7%)

3) Online hiring platforms (15% vs. 8%)

Top 3 learning formats of interest

1) Step-by-step video tutorials (66% vs. 56%)

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

3) Webinars or livestreams (38% vs. 47%)

Top barriers to digital tool adoption

49% avg.

71%

Information deficit

45% avg.

62%

Cost

28% avg.

50%

Difficult to use

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