Small biz: the Internet is your friend, not your enemy

Alex Zaharov-Reutt
Thursday, 19 January 2012 10:24

Opinion and Analysis

Telstra's Business arm has released new research that shows nearly 70% of SMBs 'say they are not concerned about the impact of the Internet', with many saying they're 'planning to increase their online presence in 2012'.

Telstra has released some new research, in conjunction with COSBOA, the Small Business Council, not by the usual company Pure Profile I see listed at the bottom of some Telstra press releases, but this time by StollzNow Research.

Oddly, Telstra commissioned this 'SMB (small to medium business) survey' three months ago, way back between October 11 to 20, but has waited until today to release it.

The research 'included owners for 321 business from self-employed to 200 staff' and ends up concluding that the Internet is more of an opportunity than a threat to small business owners.

If this comes as a bit of a surprise, seeing that e-commerce, dotcom crazes, Facebook, Paypal, eBay, Graysonline and other Internet money-making businesses and businesses making money from the Internet have been around for'¦ years and years and years'¦ maybe Telstra interviewed 321 of the wrong businesses. Or maybe not.

However, it's never to late to spruik the Internet business message, and seeing as Telstra has a vested interest in getting as many businesses online and using its business services as possible, it's presumably also doing all of this because there must still be plenty of small businesses who simply aren't using the Internet to its fullest potential, or anywhere near it.

Telstra's research indicates that while large retailers (presumably like those run by perennial 'woe is me' whinger Gerry Harvey or the owners of what was claimed in the media to be the 'nothing brand' Myer) say that 'online shopping is eating into their profits', 68% of small to medium business owners are what I am (not Telstra) dubbing the anti-Gerry's: non-whingers who 'say they are not concerned about the impact of the Internet'.

81% of those SMB's also now have a website, which is 'a significant increase on previous surveys', while many say they are 'planning to increase their online presence in 2012'.

Group MD of Telstra Business, Will Irving, who gives no hint as to why his survey took 3 months to release, other than perhaps wanting to start 2012 with an SMBang, said it 'shows the Internet is regarded as a powerful and positive tool by small business', and that 'adding new customers is the top priority for two-thirds of SMBs in 2012 and building a stronger Web presence can do just that.'

The Telstra man who knows that where there's a Will, there's an Irving, continued, stating: 'Social media has emerged as a prime growth area with just over one-in-five SMBs (21 per cent) now using it in their operations.'

So, what are some of the 'top uses' for social media, as discovered by the survey? Please read on to page two for the conclusion!