This means that nearly every US SMB owner is embracing social media as a communication method, but less than half believe social feedback is critical to their business.
This detail directly contradicts consumer sentiment and behavior. Shoppers are increasingly seeking ratings and reviews to help inform their purchase decisions. Over the past few years, trust in this type of content has grown. In 2014, 17% of US internet users said they didn't trust online reviews at all, per research from BrightLocal. By 2017, that attitude had shifted, with only 3% of respondents saying the same.