Google has taken an detailed look at the obstacles facing small business, and discussed their findings regarding several small business models.

Small business grows big online

Google analysis examined women-owned small businesses and rural-based small businesses while contrasting their adoption of online tools, which remains one of the most significant barriers.

Women-owned business saw a 45% increase in the adoption of digital tools between 2007 and 2016. Now, 55% of women-owned businesses are utilising advanced tools.

However, research has found that rural-based businesses are less like to adopt advanced digital tools, making them 2X more likely to report shortages below their projected quarterlies

Internet makes or breaks business

The primary obstacle to rural-businesses slower adoption is poor access to high-speed internet. Companies like Idaho-based Alpaca Direct have had to fight for better internet providers, relying on 92% of revenue from online sales.

The size of a company also plays a factor. While 12% of businesses with less than 10 employees were digitally advanced, in contrast to the 39% of companies in the 100-250 employee range.

Google’s Get Your Business Online training program is meant to help businesses of all kind familiarise with tools like Ad Words and Analytics 360 to make the most of their online model.

Have you used Google’s marketing tools? What’s been your experience? Let us know in the comments below.