As Traditional Web Site Adoption Slows, Facebook and Other Social Networks Become Key Platforms for Home-Based Business Promotional and Commercial Activity Online, According to IDC
30 May 2012
FRAMINGHAM, Mass., May 30, 2012 – Since the 1990s, Web sites have
provided a relatively inexpensive way for businesses to efficiently reach local
and international prospects. Still, this basic form of online promotion
continues to be perceived by many as difficult and costly to set up and
maintain, and less than half of home-based businesses currently have a Web
site. Seizing this opportunity, Facebook and others have made getting online
less expensive and complicated than traditional Web site development; as a
result, social platforms are becoming key enablers of the promotional and
commercial activities of home-based businesses.
new study from International Data Corporation (IDC) forecasts Web site ownership and
online selling in U.S. full-time and part-time home-based business markets
through 2016. In addition to presenting home-based business counts, promotional
and commercial activities are discussed including the use of social networking,
email marketing, search engine optimization, search engine marketing (SEM), Web
site optimization for mobile devices, banner advertisements, and the use of
ecommerce platforms including eBay.com, craigslist.org, and Amazon.com.
findings of this study include the following:
the approximately 27 million total businesses in the United States, roughly
three in four were home-based businesses at the end of 2011.
over half of full-time home-based businesses currently have Web sites compared
with less than 40% of part-time ventures.
40% of home-based businesses use social networks to promote their businesses.
Social networking is still more often used as a supplement to Web site
ownership than a substitute for it, but roughly 20% of home-based businesses
currently promote themselves on social networks and do not have a conventional
40% of home-based businesses selling online do so without a Web site of their
own, leveraging the high traffic of prominent destinations such as eBay,
Amazon, craigslist, and other online marketplaces.
home-based business market opportunity is significant for software engineers,
app developers, and Web site resource providers, with a relatively modest
percentage of home-based businesses with Web sites currently practicing search
engine optimization (SEO) or optimizing their Web sites for mobile device
sites have provided a relatively inexpensive way for businesses to efficiently
reach local and international markets since the 1990s — and yet less than half
of home-based businesses currently have them," said Justin
manager for Small/Medium-Sized
Business and Home
Business Research at IDC.
"Social networks have made online promotion less expensive and
complicated, and Facebook and other social networks will become increasingly
key players in empowering the marketing and commercial activity of home-based
Home-Based Business Online 2012–2016 Forecast: Assessing the Impact of Facebook
on Web Sites and Commercial Activity Online (IDC #234951),
forecasts Web site ownership and online selling as well as broadband Internet
access and PC ownership in U.S. full-time and part-time home-based business
markets through 2016. In addition to presenting home-based business counts,
other topics discussed include promotional and commercial activities including
the use of social networking, email marketing, search engine optimization
(SEO), search engine marketing (SEM), Web site optimization for mobile devices,
and banner advertisements and the use of ecommerce platforms including
eBay.com, craigslist.org, and Amazon.com. Additional details are available to
IDC clients by request. Follow Justin Jaffe on Twitter: @justinjaffe..
International Data Corporation (IDC) is the
premier global provider of market intelligence, advisory services, and events
for the information technology, telecommunications, and consumer technology
markets. IDC helps IT professionals, business executives, and the investment
community to make fact-based decisions on technology purchases and business
strategy. More than 1,000 IDC analysts provide global, regional, and local
expertise on technology and industry opportunities and trends in over 110
countries. For more than 48 years, IDC has provided strategic insights to help
our clients achieve their key business objectives. IDC is a subsidiary of IDG,
the world's leading technology media, research, and events company. You can
learn more about IDC by visiting www.idc.com.
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