Virginia

Virginia’s higher than average (37%) Driver segment appeared to be countered by its higher than average Adopter (35%) and Maintainer (27) segments because the state’s SMBs reported revenue reductions (-20%) well below the national average. Virginia’s SMB owners had a below average (65%) level of comfort with digital tools heading into the crisis. Virginia SMBs also relied slightly less on digital tools during COVID-19 than the national average (69% vs. 72% avg.). Only 45% of SMBs plan on using digital tools more post-COVID-19. They are heavily focused on recovery (43%), growing (50%) and retaining (48%) their customer base.

Virginia Map
37%
Driver
35%
Adopter
27%
Maintainer
1%
Non-seg

Average revenue reduction

-20%   -16% avg.

% comfort with digital tools pre-COVID-19

65%   68% avg.

% plan to use tools more post-COVID-19

45%   53% avg.

Top 3 tools used pre-COVID-19

1) Business website (69% vs. 69%)

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

3) SEO (57% vs. 64%)

% increased use of tools during COVID-19

69%   72% avg.

Top post-COVID-19 questions

How will I...

Grow my customer base? (48% vs. 42%)

Retain my customer base? (51% vs. 42%)

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

Top 3 tools interested in adopting

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

2) SEO (10% vs. 8%)

3) Local listing (10% vs. 9%)

4) Collaboration tools (10% vs. 7%)

Top 3 learning formats of interest

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

2) Webinars or livestreams (52% vs. 47%)

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

Top barriers to digital tool adoption

49% avg.

51%

Information deficit

45% avg.

40%

Cost

28% avg.

33%

Protecting data privacy

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