Product Type: Market Research Report
Published by: AMI-Partners, Inc.
Published: December 2001
Product Code: R149-269Description AMI-Partners defines Small Businesses as having 1-99 employees, non-home bound, and non-franchise of a larger company of over 99 employees, non-government, and for-profit organization. Small Businesses span the demographic horizon, with a variety of employee sizes, vertical market affiliation, and in various geographic locations with a high degree of variability in terms of business processes. In order to fully understand this complex, yet rewarding market, a segment-based approach in targeting specific segments through their IT adoption characteristics is needed.
AMI-Partners proposes the most actionable and distinguishable method to segment the small business market is by IT adoption. IT adoption is defined as a business' propensity to adopt, or absorb, IT solutions as a means to grow and manage their business. High adopters of IT would be those who are embracing more advanced IT solutions (LAN, e-commerce, mobile PCs, servers, etc), while low adopters are those that are resisting, or do not have a need (whether real or perceived) for IT solutions including a PC (which many low adopters do not have). By segmenting the SB market using an IT adoption algorithm, AMI-Partners is able to accurately profile businesses across a spectrum of attributes including business characteristics, decision making, attitudes, business processes, and IT usage - leading to actionable go-to-market strategy development. For a more in-depth view of the data collection and segmentation methodology see the methodology section of this report.
This report provides a management summary of the AMI-Partners' US Small Business IT Adoption Based Segmentation. Reference will be made to four segments within the segmentation, called tiers, from the highest adopter of IT (tier 1), to the lowest adopter (tier 4). Thus, these four distinct segments have been named by AMI-Partners as AMI Tier 1 SBs, AMI Tier 2 SBs, AMI Tier 3 SBs, and AMI Tier 4 SBs - from the highest (AMI tier 1 SB) to lowest (AMI Tier 4 SB) adopters of IT.Table of Contents - Introduction
- Introduction & Segmentation Model Overview
- High-Level Segmentation Profiles
- Utilizing This Report with the Topline Appendix
- Individual Segment Summary Breakouts
- AMI Tier 1 SBs - Premium IT Solutions Adopters
- Market Size
- IT Adoption Profile
- IT Expenditure Profile
- Attitudes and IT Adoption Drivers/Mindset
- Demographic Profile
- Vertical Industry Considerations
- Solutions Recommendations
- AMI Tier 2 SBs -Value Priced/Early Adopters
- Market Size
- IT Adoption Profile
- IT Expenditure Profile
- Attitudes and IT Adoption Drivers/Mindset
- Demographic Profile
- Vertical Industry Considerations
- Solutions Recommendations
- AMI Tier 3 SBs -Mainstream Businesses
- Market Size
- IT Adoption Profile
- IT Expenditure Profile
- Attitudes and IT Adoption Drivers/Mindset
- Demographic Profile
- Vertical Industry Considerations
- Solutions Recommendations
- AMI Tier 4 SBs -IT Laggards
- Market Size
- IT Adoption Profile
- IT Expenditure Profile
- Attitudes and IT Adoption Drivers/Mindset
- Demographic Profile
- Vertical Industry Considerations
- Solutions Recommendations
- Segmentation Implications - Target Market Benefits and Challenges
- Marketing Strategy Implications
- AMI 2001 US Small Business Enterprise Market Opportunity Assessment: Statement of Methodology
- Interview Methodology and Survey Instrument Overview
- Sampling Pool & Recruitment Criteria
- Incentives, Follow-Up Calls and Return Rate
- Weighting Factors
- Margin of Error
- Small Businesses Defined
- AMI-Partners 2001 IT Adoption Based Segmentation: Statement of Methodology
- Segmentation Methodology
- Variables Used
- Cluster Analysis
- Discriminant Analysis/Reclassification Testing
- List of Figures
- Figure 1: Survey Methodology Overview
- Figure 2: Survey Coverage
- Figure 3: Weighting Factors By Employee Size
- Figure 4: Margin of Error
- Figure 6: Segmentation Variables Used
- Figure 7: U.S. MB Segmentation Process Overview
- Figure 8: Distribution of MBs by Segment
- Figure 9: U.S. MB IT Spending Ratios
- Figure 10: Key Ratios
- Figure 11: IT Horizontal Spending by Category
- Figure 12: Key Technology Penetration
- Figure 13: Key Technology Penetration (Continued)
- Figure 14: Average Annual Spending Per Business by Segment
- Figure 15: Average Annual Spending Per Business by Segment (Continued)
- Figure 16: Demographic Summary
- Figure 17: Near-Term Business Outlook and Mindset by Segment
- Figure 18: Near-Term Business Outlook and Mindset by Segment (Continued)
- Figure 19: IT/Telecom Spending Comparisons
- Figure 20: Segment Profile/Salient Characteristics - Tier 1
- Figure 21: Segment Profile/Salient Characteristics - Tier 2
- Figure 22: Segment Profile/Salient Characteristics - Tier 3
- Figure 23: Segment Profile/Salient Characteristics - Tier 4
- Figure 24: Demographics - Comparison Across Segments
- Figure 25: Telecommunications - Comparison Across Segments
- Figure 26: Computing- Comparison Across Segments - Hardware, Software, Printers & Peripherals
- Figure 27: Computing Software and Operating Systems - Comparison Across Segments
- Figure 28: Networking and Servers - Comparison Across Segments
- Figure 29: Internet, Online & e-Business - Comparison Across Segments
- Figure 30: Breakout of MBs by Industry - Comparison Within Segments
- Figure 31: Breakout of MBs by Industry - Comparison Across Segments
- Figure 32: Hierarchy of MB IT Needs Hierarchy
- Figure 33: Vertical Industry Proportions by Tier
- Figure 34: Horizontal Tier Proportions per Industry
- Figure 35: U.S. MB Segmentation Snapshot - 2001
- Figure 36: Required Channel Core Competencies to Address All Segments
- Figure 37: The SB Ecosystem
- Figure 38: Segmentation IT & Telecom Spending Forecast (2000-2003)
- Figure 39: Segmentation IT & Telecom Spending Forecast Breakout (2000-2003)
- Figure 40: Segmentation IT & Telecom Spending Forecast Breakout (2000-2003) (Continued)
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