Executives running very small businesses, also known as micro-business executives, display unique online behaviour 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 an average of 17 hours a week online, compared with 14 hours a week spent watching television.
JupiterResearch Analyst and lead author of the report, Sonal Gandhi, said, "Micro-business executives are highly engaged online users and great candidates for behavioral and contextual targeting.
"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.
President of JupiterKagan, David Schatsky, said, “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."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."
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