NEW YORK--(BUSINESS WIRE)--JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that executives running very small businesses, also known as micro-business executives, display unique online behavior compared to other online users and small-business executives. Detailed in a new report from JupiterResearch, “Micro-Business Executives: Examining the Online Behavior and Attitudes of Executives from the Smallest Businesses,” micro-business executives spend a median of 17 hours a week online, compared with 14 hours a week spent watching television.
“Micro-business executives are highly engaged online users and great candidates for behavioral and contextual targeting” said Sonal Gandhi, JupiterResearch Analyst and lead author of the report. “They are more likely to respond to this type of targeting than the average online user and are otherwise hard to target online.”
JupiterResearch defines micro-businesses as companies with less than five employees and includes sole proprietorships. Micro-businesses comprise the majority of the small-business landscape. JupiterResearch also finds while micro-business executives’ activity level for traditional online activities is much higher than average, their adoption of next generation tools and technologies such as blogs and social networking is more or less the same as the online average.
“Marketers contemplating creating content targeting micro-business executives should take note that as online content around business ‘how-to’ information grows, its novelty is likely to wear off,” said David Schatsky, President of JupiterKagan. “Additionally, marketers looking to reach these executives should look into creating community sites, as micro-business executives show a higher likelihood of engaging with them than those from other small businesses.”
The complete findings of this report and recommendations for SMB marketers are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email email@example.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's SMB Marketing research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or firstname.lastname@example.org.
JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com. JupiterResearch is a division of JupiterKagan, Inc.