What Matters to Consumers when Choosing a Small Business

Small businesses remain the backbone of the US economy. In fact, 98% of businesses in the US have less than 20 employees, with 96% having less than 10 employees. And virtually every one of those 26.5 million small businesses exists in a crowded market where competition for consumers is fierce. To win consumers’ business, it’s important for small businesses to remain apprised of their preferences and behaviors. We surveyed 614 US consumers to ask them various questions about where and how they engage with and ultimately end up doing business with small businesses.