Perspectives

Connected small businesses

Commissioned by Google

Highlights

Small and medium-sized businesses (SMBs) are significant drivers of economic growth, job creation, and new innovation in the United States.

There are around 29 million businesses with fewer than 500 employees in the US, representing 99.7 percent of all US businesses and almost half of total private sector employment. Growing SMBs can, therefore, lead to broader benefits for workers, consumers, and businesses of all sizes and industries throughout the US economy.

Digital tools create significant opportunities for SMBs to grow and innovate in a dynamic and competitive business environment. Technology enables businesses to increase connectivity and engagement with their customers and can provide SMBs with a better understanding of their customer base. The use of digital tools can help SMBs to improve their performance and respond to changes in the business and consumer landscape in an agile manner.

This report provides insights into the use of digital technology amongst the US small business community, by focusing on businesses with fewer than 250 employees. Our research has two purposes: First, to provide an accurate picture of how small businesses use digital tools and second, identify how these businesses are positioned to take up different types of digital opportunities.

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