Beyond The Beltway: Americans Value Tech Companies
|The Lincoln Center’s Head of Policy Zach Graves recently argued that much of the current tech debate represents a “schism” between everyday Americans and the “pundit class.” Polling suggests he may have a point—whereas tech debates in Washington focus on extreme proposals, American consumers and small businesses consistently say they love the tools and innovations the tech industry provides:|
— Americans appreciate the tech industry’s role in helping the country navigate the COVID-19 pandemic.
— Recent polling confirms a trend that has been established for some time: Americans greatly value the tech sector’s innovation and contributions to the economy.
— It isn’t just consumers—small businesses consistently cite the importance of digital tools in reaching new customers.
Americans appreciate the tech industry’s role in helping the country navigate the COVID-19 pandemic.
88% of Americans have a “better appreciation” for tech’s role in society, according to an April National Research Group poll. “Americans—out of necessity—are re-thinking their impressions of the tech industry and ‘hitting refresh’ on their relationship with technology, with a bold majority finding technology to be the solution for a better society. Companies are defining, on the fly, what business as usual will look like, and the tech titans were the first to: 1) initiate shelter from home; 2) give financial stimulus to their advertisers, media and employees, and 3) provide the tools we need both for productivity and to combat the health crisis.”
38% of Americans say their view of the tech industry has improved since the start of the COVID-19 outbreak, according to an April Harris Poll Survey. Just 9% of respondents said their views had become more negative.
Americans who have transitioned to working from home are increasingly relying on digital tools, according to data from Zapier.
|Recent polling confirms a trend that has been established for some time: Americans greatly value the tech sector’s innovation and contributions to the economy.|
Technology is among the most trusted industries in America, according to Morning Consult‘s 2020 State of Consumer Trust report.
|Consumers are excited about the explosion of offerings in the video-streaming sector, according to PwC‘s Video Streaming Shakeup report. “Just two years ago, 60% of consumers said the video content space was more overwhelming than ever before. Today, the majority of consumers are decidedly happy: 76% say they are satisfied with their video subscriptions and 73% are satisfied with the quality of original content offered.”|
|It isn’t just consumers—small businesses consistently cite the importance of digital tools in reaching new customers.|
Connected Commerce Council‘s 2020 Digitally Empowered report finds that 76% of small businesses are relying more on digital tools during the COVID-19 pandemic. The report also found that 70% of small-business respondents say that digital tools have been useful, 34% would rely more on digital tools moving forward after the pandemic, and over 80% want to learn more about how they can use digital tools to help their business.
Campaign Monitor‘s 2019 State of Small Business Marketing guide surveyed over 1,000 small businesses, finding that they perceived digital tools such as social media, e-mail, and online paid marketing as the biggest opportunities to reach new customers. “According to small businesses, the foremost opportunity for gaining new customers is, again, social media marketing. Small businesses next ranked email marketing and online paid media, followed in close succession by event marketing and video marketing. Closely behind those came content marketing, then digital display advertising and influencer marketing. Print advertising, podcast marketing, and OTT/video streaming advertising scored in the third tier, with little difference between each. Meanwhile, radio advertising and SMS marketing came in last for potential to acquire new customers.”