LCM UK Wave 2 Finds SMBs Adopting Newer Media, Such as Mobile

The first of our Local Commerce Monitor United Kingdom™ (LCM UK), Wave 2 reports is being released exclusively to our clients today, highlighting our key findings. In it, BIA/Kelsey surveys 300 small and medium-sized businesses (SMBs) in the United Kingdom about different media, both print and digital. LCM UK provides insights into how SMBs in the UK are using traditional and digital media for their marketing and business needs. This was the second wave of our LCM UK survey. The first was conducted in 2011.

We asked SMBs questions about their advertising spend and plans over the next 12 months. 52% of SMBs plan on maintaining their advertising spend, while 30% plan to increase. SMBs devoted more than 31% of their budget to digital media in the past 12 months, which they plan to increase to 33% over the next 12 months.

In 2013, 59% of respondents reporting have a website, which is down from 68% in 2011. Those who report having a Facebook page jumped from 27% in 2011 to 42% this year. In Wave 2, we asked SMBs about Twitter and LinkedIn. Nearly 31% report having a Twitter account and 25% report having a LinkedIn page.

Mobile showed significant growth in digital presence among UK SMBs. Only 8% of UK SMBs reported having a mobile ready website in 2011. In 2013, that figure jumped to 17%, with an additional 23% saying that they plan to add a mobile website within the next 12 months.

Eight different mobile related media categories were included in this year’s survey. While no single mobile ad format had usage exceeding 6% in 2013, several mobile formats did show meaningful growth between Wave 1 and Wave 2.

Besides mobile, survey respondents report using the following media to advertise or promote their business:

• Facebook: 41%
• Newspapers: 31%
• Email Marketing: 31%

Interested in learning more about LCM U.K. or getting a custom cut for your business? Check out BIA/Kelsey’s LCM UK page.