Study: Micro Business Execs Spend More Time Online

"Micro-business executives are highly engaged online users and great candidates for behavioral and contextual targeting" said Sonal Gandhi, JupiterResearch Analyst and lead author of the report. "They are more likely to respond to this type of targeting than the average online user and are otherwise hard to target online."

JupiterResearch defines micro-businesses as companies with less than five employees and includes sole proprietorships. Micro-businesses comprise the majority of the small-business landscape. JupiterResearch also finds while micro-business executives' activity level for traditional online activities is much higher than average, their adoption of next generation tools and technologies such as blogs and social networking is more or less the same as the online average.

"Marketers contemplating creating content targeting micro-business executives should take note that as online content around business 'how-to' information grows, its novelty is likely to wear off," said David Schatsky, President of JupiterKagan. "Additionally, marketers looking to reach these executives should look into creating community sites, as micro-business executives show a higher likelihood of engaging with them than those from other small businesses."