Ohio

Ohio’s percentages of Drivers, Adopters and Maintainers fell in line with national averages. Its SMBs reported better than average revenue reductions. Ohio SMB owners entered the pandemic with a slightly better than average comfort level (69%) with digital tools. More than half (53%) of Ohio SMBs intend on using digital tools more post-COVID-19. They are especially interested in digital payments (16% vs. 7%), customer insight tools (13% vs. 11%), and online training platforms (13% vs. 10%). To do so, Ohio SMBs will have to be convinced the cost is worth the investment (48%) and that there is an adequate ROI when using them.

Ohio Map
38%
Driver
32%
Adopter
20%
Maintainer
10%
Non-seg

Average revenue reduction

-14%   -16% avg.

% comfort with digital tools pre-COVID-19

69%   68% avg.

% plan to use tools more post-COVID-19

53%   53% avg.

Top 3 tools used pre-COVID-19

1) SEO (65% vs. 64%)

2) Business website (72% vs. 69%)

3) Social media/video platforms (70% vs. 69%)

% increased use of tools during COVID-19

92%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (46% vs. 39%)

Recover from the damages done by COVID-19? (43% vs. 44%)

Retain my customer base? (41% vs. 42%)

Grow my customer base? (41% vs. 40%)

Top 3 tools interested in adopting

1) Digital payments (16% vs. 7%)

2) Customer insight tools (13% vs. 11%)

3) Online training platforms (13% vs. 10%)

Top 3 learning formats of interest

1) Step-by-step video tutorials (62% vs. 56%)

2) Webinars or livestreams (49% vs. 47%)

3) Step-by-step written guides (48% vs. 42%)

Top barriers to digital tool adoption

45% avg.

48%

Cost

49% avg.

46%

Information deficit

28% avg.

31%

Unsure of ROI

Top 3 learning formats of interest

1) Step-by-step video tutorials (62% vs. 56%)

2) Webinars or livestreams (49% vs. 47%)

3) Step-by-step written guides (48% vs. 42%)

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