NEW YORK: More and more small businesses in the US are using mobile and social media tools, according to a new study.
The report from BIA/Kelsey, the information and insights firm based in Virginia, found that 72% of of American small and medium-sized businesses [SMBs] are now using social media to promote their goods and services while the use of mobile advertising has risen to 32% from 28% in 2012.
Furthermore, 52% of the businesses polled have set up an account with Facebook while 25% have a Google+ Local page.
In addition to the 40% of firms who are already accepting point-of-sale payments via mobile credit card readers, such as PayPal Here or Square, a further 16% say they plan to do so within the next 12 months.
Steve Marshall, the director of research at BIA/Kelsey, said the data showed trade services are embracing mobile in a major way, to the extent that service providers are "essentially becoming walking POS [point of sale] terminals".
"Together, mobile and social tools are transforming the way SMBs acquire and retain customers. With the heavy use of social media, SMB marketing is quickly becoming a two-way engagement rather than a one-way promotion," he said.
Data sourced from BIA/Kelsey; additional content by Warc staff