Warrillow & Co. maps online trends for the Canadian small business market

    Research survey indicates 52 per cent of Canadian small business owners
    use Web 2.0

    TORONTO, Oct. 21 /CNW/ - Warrillow & Co., an advisory service for
companies targeting the small and medium business (SMB) segment, today
announced the results of a survey that indicate an overwhelming number of
small- and medium-sized businesses are embracing Web 2.0 technology. The
survey finds that 66 per cent of Canadian small business owners spend more
than one hour per day online while 52 per cent are active participants in
social networks such as Facebook and MySpace.
    "It is a fact that small business owners are rapidly adopting Web 2.0
technology and using it to increase efficiencies during these tighter economic
times," said John Warrillow, President, Warrillow & Co. "We were surprised to
find that there is no longer a generational gap in the use of online
technology and that this space is no longer dominated by technology savvy 
Gen X and Y business owners."
    While 74 per cent of Gen X and Y business owners use Web 2.0 technology,
the survey indicates that 44 per cent of baby boomers and 29 per cent of
'seniorpreneurs' - business owners over the age of 62 - use technology as a
resource to support their business operations. In addition, the survey
indicates that 33 per cent of small business owners rely on user generated
content, such as ratings and reviews, because it is perceived to be more
trustworthy than traditional sources of information.
    "The skepticism surrounding the Internet is quickly dissipating and the
centre of influence is shifting as new small business owners turn to online
social networking sites and forums for objective referrals and third-party
product reviews," said Warrillow.
    Warrillow & Co. polled 474 small business owners with 0 to 99 employees
to understand how Web 2.0 technology and online resources impact their
operations. The survey was administered online and designed to accurately
represent different business sizes and locations as well as the various age
groups of small business owners across Canada.
    Online trends for the Canadian small business market will be the focus of
the 2008 Warrillow Canadian Conference, Mapping the Maze: Online Trends for
Reaching the Canadian Small Business Market, taking place today and tomorrow
(October 21 and 22) at the Toronto Congress Centre. Warrillow & Co. will share
key insights into how small- and medium-sized enterprises use Web 2.0
technology and how companies can develop online strategies to effectively
reach this market. This year's conference speakers include Sue Van Der Hout,
Vice President of Women Entrepreneurs of Canada, Jo-Anne Wade, Director,
Marketing Strategy Business Financial Services, RBC Royal Bank, Peter
Watanabe, Director of Marketing, Staples Business Depot and Pam Bailey, Senior
Interaction Designer, Intuit Canada.

    About Warrillow & Co.

    The Warrillow Subscriber Network is an advisory service for enterprise
companies targeting the small and medium business (SMB) segment. Members
receive market research insight along with sales and marketing advice for
capitalizing on the SMB market opportunity. Warrillow Subscriber Network
members meet regularly through a series of conferences and workshops to
exchange ideas for targeting SMB and discuss potential partnerships.

For further information:

For further information: Amanda Miehm, NATIONAL Public Relations for
Warrillow & Co., (416) 586-1906, amiehm@national.ca

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