Wisconsin

Wisconsin SMBs largely entered COVID-19 with a basic digital infrastructure including a web and social media presence, and they relied a bit more on digital tools during COVID-19 than before it (75% vs. 72% avg.). Reporting slightly better than average revenue (-15%), most of these SMBs (62%) plan on using digital tools more post-COVID-19. They are now heavily focused on recovery (50%) and growing (48%) and retaining (40%) their customer base. They are now looking to adopt digital ads, an e-commerce presence, and social media.

Wisconsin Map
38%
Driver
30%
Adopter
27%
Maintainer
4%
Non-seg

Average revenue reduction

-15%   -16% avg.

% comfort with digital tools pre-COVID-19

73%   68% avg.

% plan to use tools more post-COVID-19

62%   53% avg.

Top 3 tools used pre-COVID-19

1) Digital payments (70% vs. 67%)

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

3) Social media/video platforms (67% vs. 69%)

% increased use of tools during COVID-19

75%   72% avg.

Top post-COVID-19 questions

How will I...

Recover from the damages done by COVID-19? (50% vs. 44%)

Grow my customer base? (48% vs. 40%)

Retain my customer base? (40% vs. 42%)

Top 3 tools interested in adopting

1) Digital ads (13% vs. 9%)

2) Online marketplace (11% vs. 6%)

3) Social media/video platforms (9% vs. 6%)

Top 3 learning formats of interest

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

2) Webinars or livestreams (57% vs. 47%)

3) Case studies about businesses (33% vs. 31%)

4) Personalized learning plans (33% vs. 30%)

Top barriers to digital tool adoption

45% avg.

49%

Cost

49% avg.

47%

Information deficit

28% avg.

31%

Unsure of ROI

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