If you are a small business thinking about cutting expenses by relying solely on your website and forgoing your business phone system, you may want to seriously reassess your decision. According to Pew Internet’s “Who’s not online and why” report, based on surveys conducted across the United States regarding internet use, many adults over the age of 18 are still not going online. The reasons for this are many fold from ability to economics.
If you are a business only depending on the internet for success, it’s time you reconsidered the impact of neglecting the market of non-internet users. With a quality VoIP phone system your business can target this group of adults and gain a customer base with strong purchasing power.
Lets take a look at why this portion of the population continues to stay away from the internet.
Overall 15% of American adults say they do not use the internet. Among this 15% are sub-categories which define the exact reasons they refrain from going online.
9% of adults surveyed use the internet either at work or at locations that offer internet access, but do not go online at home.
Financial Limitations
A large number of adults admitted that they do not use the internet due to their economic situation. Many can not afford a computer and the internet connection fees that go along with it. This sector of the population depends on their phone lines for all matters of communication both personal and business.
While they might be strapped for cash for a laptop or an Internet plan, they’re still in need of other products and services and yours might be just the one they consider investing in. Don’t rule them out and determine if your business satisfies a need in this community and how you can connect personally via phone calls or visits.
Not Interested due to Age Gap
Although this may seem strange to those who don’t recall a time without the internet, 34% of those surveyed feel that it’s a waste of their time and they are just not interested. Some feel that they are just too busy to use the internet and just don’t see the need for it. This group prefers to be informed of order updates and appointments via the telephone. For them, the internet lacks that personal human touch.
This group, comprised of a mix of retirees, pension holders and even business owners over the age of 50 have significant needs and purchase power that you might able to tap into by adding a calling service and follow up program to your lead acquisition strategies.
Even if they’re not the ones paying, they should be satisfied with their providers.
Education and Age
32% of those surveyed cited their lack of knowledge and ability to use the internet for reasons why they avoid it. Some are unable to use the internet due to a disability and others feel that they are just too old to learn. In fact, 44% of American adults over 65 do not go online at all.
The best of both worlds
To keep your business thriving and maintaining its competitive edge, offer your clients the best of both worlds. Upgrade your website often with updated products and services as well as informative articles regarding your business and industry. At the same time, maintain your phone lines for those customers that either do not have access to the internet or simply choose not to use it.
At the end of the day, you want to be a business that provides both non-internet users and savvy techies with the same level of respect and professionalism. For many of us, a voice at the end of the line that we can emotionally connect with is far more effective than an email blast.
Which do you prefer, a human voice or an email? Let us know below.
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