An overwhelming number of Arizona consumers (88 percent) support small businesses in their communities by patronizing these establishments at least once a week, according to the 2015 Cox Consumer Pulse on Small Businesses. In fact, nearly two-thirds (64 percent) of Arizona consumers visit a small business two or more times a week.
Cox Business commissioned a blind survey of American consumers in April of 2015. Respondents to the online survey included a total of 1,366 consumers around the country – 157 of whom live in Arizona. The margin of error for this survey is plus or minus 3 percent and the Arizona data is directional. An infographic detailing national consumer sentiment is available here.
As for the reasons they “shop small,” Arizona consumers:
70%: Feel it’s important to buy local.
57%: Think it’s convenient.
54%: Experience greater customer service (more so than at a large business).
Nearly half (48 percent) of Arizonans also like shopping small because of the familiarity they have with business owners and employees.
“While Arizona consumers are doing their part to strengthen our communities through their patronage of small businesses, Cox Business knows the importance of providing these establishments the tools they need to continue to engage consumers, deliver high levels of service and strengthen Arizona communities through job creation,” says Ed Aronson, vice president Cox Business. He adds, “The survey found that many respondents believe Wi-Fi service, like Cox Business Guest Wi-Fi, improves the customer experience and patrons of businesses are coming to expect access to free and fast Internet service.
When it comes to which small businesses consumers support on a regular basis, Arizonans are slightly less likely to visit convenience stores (57 percent) than their national counterparts (73 percent). Restaurants topped Arizonans list of the small businesses they are most likely to visit:
60%: Repair and maintenance (general automotive repair, oil change shops)
57%: Healthcare services (physicians, dentists, chiropractors)
53%: Personal and laundry services (barbershops, beauty salons, nail salons)
51%: Miscellaneous retailers (florists, pet supplies, novelty shops)
39%: Building material/supply dealers
34%: Clothing and clothing accessories stores*
31%: Health and personal care stores (beauty supply, pharmacies)
28%: Professional and technical services (lawyers, realtors, CPAs)
*Arizonans visit local clothing and clothing accessories stores 4 percent more than the national average.
In line with national respondents, a majority (54%) of Arizona consumers shop small because they believe small businesses deliver better customer service than their larger competition. Most (60%) feel the service they receive from bigger businesses is average at best.
More details on the 2015 Cox Business Consumer Sentiment Survey on Small Business are available on CoxBLUE.com, the company’s social destination for businesses.