Ipsos Dynamic Markets SMB Online Survey

Washington, DC, May 26, 2021 — Small and medium-sized businesses around the world report leveraging social media and digital technologies to personalize products and more effectively compete, according to a new Facebook, Inc. study. In particular, the study showed that business use of personalized ads was an important driver of business objectives.

The survey focused on how businesses use social media and digital technologies to bring products to market, find customers and grow their business. This online study was conducted for Facebook, Inc. (“Facebook”) by Ipsos, interviewing 30,500 small business owners and senior managers in 18 countries in February and March of 2021.

Across the 18 countries surveyed and select geographies, key findings include:

• 57% of small businesses that tried to launch a new product or service in the last year reported testing ideas with or getting ideas from an online community. (55% of small businesses in the US, 48% of small businesses in the EU; 60% of small businesses in Mexico; 65% of small businesses in Indonesia; 53% of small businesses in Australia)
• 28% of small businesses fundraise from friends and followers on social media or crowdfunding platforms to finance their operations (27% of small businesses in the US, 30% of small businesses in the EU; 22% of small businesses in Mexico; 28% of small businesses in Indonesia; 28% of small businesses in Australia)
• 89% of small businesses use digital platforms for e-learning (85% of small businesses in the US, 83% of small businesses in the EU, 94% of small businesses in Mexico; 97% of small businesses in Indonesia; 90% of small businesses in Australia)
• 90% of small businesses use digital platforms in their hiring process (85% of small businesses in the US, 91% of small businesses in the EU, 90% of small businesses in Mexico; 94% of small businesses in Indonesia; 92% of small businesses in Australia)
• 79% of small businesses used Facebook’s platforms to help start their business (65% of small businesses in the US, 73% of small businesses in the EU; 89% of small businesses in Mexico; 96% of small businesses in Indonesia; 82% of small businesses in Australia)
• 76% of small businesses who use personalized advertising said it is an effective way to find new customers (76% of small businesses in the US, 68% of small businesses in the EU; 82% of small businesses in Mexico; 89% of small businesses in Indonesia; 71% of small businesses in Australia)
• 62% of small businesses who use personalized advertising reported that it is important for reducing the cost of advertising (64% of small businesses in the US, 59% of small businesses in the EU; 58% of small businesses in Mexico; 71% of small businesses in Indonesia; 63% of small businesses in Australia)
• 69% of small businesses who use personalized advertising reported that it is important for achieving a higher return on marketing spend compared to other marketing tools (68% of small businesses in the US, 62% of small businesses in the EU; 68% of small businesses in Mexico; 84% of small businesses in Indonesia; 68% of small businesses in Australia)
• 73% of small businesses who use personalized advertising on Facebook or Instagram reported that it is important to successfully growing their business. (61% of small businesses in the EU; 67% of businesses in the US ; 88% of small businesses in Indonesia; 80% of small businesses in Mexico; 62% of small businesses in Australia)
• 65% of small businesses who use Facebook apps reported that they are important to making their business stronger (58% of small businesses in the US; 54% of small businesses in the EU; 71% of small businesses in Mexico; 86% of small businesses in Indonesia; 62% of small businesses in Australia)
• 74% of small businesses who use personalized advertising reported that it is important for the success of their business. (72% of small businesses in the US; 65% of small businesses in the EU; 81% of small businesses in Mexico; 88% of small businesses in Indonesia; 71% of small businesses in Australia)
• 59% of small businesses who use Facebook apps reported that they were important to remaining operational during the pandemic. (53% of small businesses in the US; 50% of small businesses in the EU; 69% of small businesses in Mexico; 72% of small businesses in Indonesia; 58% of small businesses in Australia)

Methodology

The online study was conducted between February 11 and March 8, 2021 using online opt-in panels, among 30,500 founders, business owners and senior managers from small and medium sized businesses, defined as those that employ no more than 250 employees.

The study was conducted in 18 countries within these regions:

• Europe/North America: France, Germany, Ireland, Netherlands, United Kingdom, United States
• Asia-Pacific: Australia, India, Indonesia, Philippines, Singapore, South Korea, Vietnam
• Middle East: Turkey
• Africa: Egypt, Nigeria
• Latin America: Brazil, Mexico

The study was conducted in 14 languages:

• Arabic
• Bahasa
• Chinese
• Dutch
• English
• French
• German
• Hindi
• Korean
• Portuguese
• Spanish
• Tagalog
• Turkish
• Vietnamese

The sample sizes ranged from n=500 to n=5,000 per country. Targets were set to balance for industries within countries.

• n=1000 in Australia
• N=3000 in Brazil
• n=500 in Egypt
• n=3000 in France
• n=3000 in Germany
• n=3000 in India
• n=1000 in Indonesia
• n=500 in Ireland
• n=3000 in Mexico
• n=1000 in Netherlands
• n=500 in Nigeria
• n=500 in Philippines
• n=500 in Singapore
• n=1000 in South Korea
• n=500 in Turkey
• n=3000 in United Kingdom
• n=5000 in United States
• n=500 in Vietnam

For more, see Deloitte report Dynamic Markets: Unlocking small business innovation and growth through the rise of the personalized economy, May 2021

About Facebook

Founded in 2004, Facebook's mission is to give people the power to build community and bring the world closer together. People use Facebook's apps and technologies to connect with friends and family, find communities and grow businesses.

About Ipsos

Ipsos is the world’s third largest Insights and Analytics company, present in 90 markets and employing more than 18,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions. ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com.