New Mexico

Despite New Mexico’s high number of Driver businesses (40%), its SMB owners entered the COVID-19 crisis with a below average comfort level (64%) with digital tools. More than 9-in-10 of New Mexico’s SMBs (92%) increased their use of digital tools during the crisis. More than half (54%) of New Mexico’s SMBs plan on using digital tools more post-COVID-19. In doing so, they showed an interest in adopting SEO, customer relationship management tools, and video conferencing. Their top barriers to adopting digital tools are information deficit (65%), concerns about cost (40%) and protecting company and employee privacy (40%).

New Mexico Map
40%
Driver
25%
Adopter
16%
Maintainer
18%
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

54%   53% avg.

Top 3 tools used pre-COVID-19

1) Social media/video platforms (84% vs. 69%)

2) Digital payments (81% vs. 67%)

3) Online marketplace (81% vs. 53%)

% increased use of tools during COVID-19

92%   72% avg.

Top post-COVID-19 questions

How will I...

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

Recover from the damages done by COVID-19? (57% vs. 44%)

Digitally prepare for the future? (52% vs. 37%)

Top 3 tools interested in adopting

1) SEO (10% vs. 8%)

2) CRM platforms (9% vs. 11%)

3) Video conferencing (9% vs. 6%)

Top 3 learning formats of interest

1) Step-by-step video tutorials (58% vs. 56%)

2) Step-by-step written guides (54% vs. 42%)

3) Case studies about businesses like mine (48% vs. 31%)

Top barriers to digital tool adoption

49% avg.

65%

Information deficit

45% avg.

40%

Cost

28% avg.

40%

Protecting data privacy

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