Canadians from Generation Y support small businesses because of convenience and personal service, but feel they would benefit from offering online services, according to new Rogers research commissioned by Harris-Decima.
The survey, released September 3, found that 60% of members of Gen Y – defined as those between the ages of 18 and 35 – believe small businesses should operate an e-commerce site and are not currently active enough online.
Only 36% of those over the age of 60 agree, the study reports.
“The research reveals that although the majority of Canadians are devoted to small business, generational demands are shifting what’s expected from them,” said Tess Van Thielen, Rogers’ director of B2B strategy and small business marketing.
“Providing a tailored customer experience allows small businesses to maintain customer loyalty and compete in a crowded market, but more than ever, younger Canadians want around-the-clock access to their local businesses through online channels and connected technology.”
The study found that those over 60 were the greatest supporters of small businesses compared with all other age groups, with 58% of those surveyed saying they use a small business at least once a week.
The reasons all respondents provided for supporting small businesses include:
- wanting to support the local economy (64%);
- wanting personalized service (58%);
- feeling a sense of pride when supporting a small local business (62%); and
- believing small businesses have more knowledge about the products and services they sell.
