With a high percentage of SMBs in the Driver segment, Georgia offers an example of high adoption of digital tools associated with better business outcomes during COVID–19.

Most Georgia SMBs had infrastructure like a business website, social media presence, and digital payments (71% for each) set up prior to COVID-19, and over two–thirds (68%) increased their use of these tools during COVID-19. Most (55%) plan to increase their use of digital tools in the future, but need to be convinced of ROI (29%) before adopting specific tools.

Georgia Map

Average revenue reduction

-11%   -16% avg.

% comfort with digital tools pre-COVID-19

66%   68% avg.

% plan to use tools more post-COVID-19

55%   53% avg.

Top 3 tools used pre-COVID-19

1) Business website (71% vs. 69%)

2) Social media/video platforms (71% vs. 69%)

3) Digital payments (71% vs. 67%)

% increased use of tools during COVID-19

68%   72% avg.

Top post-COVID-19 questions

How will I...

Optimize my business operations? (43% vs 39%)

Retain my customer base? (42% vs. 42%)

Recover from the damage done by COVID-19?(40% vs. 44%)

Top 3 tools interested in adopting

1) Business website (13% vs. 9%)

2) Local listings (10% vs. 9%)

3) CRM platforms (10% vs. 11%)

Top 3 learning formats of interest

1) Webinars or livestreams (46% vs. 47%)

2) Step-by-step video tutorials (56% vs. 56%)

3) Step-by-step written guides (40% vs. 42%)

Top barriers to digital tool adoption

49% avg.


Information deficit

45% avg.



28% avg.


Unsure of ROI


Atlanta, Georgia

Using a well-honed digital platform that diverts food to the hungry, this company created a whole new process—in the midst of the crisis—to connect grocery donations to struggling families.

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Okabashi Brands

Buford, Georgia

This company leveraged its online experience to ensure its sales volume stayed steady as well as proving essential for communicating and maintaining its external customer relationships.

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Okabashi Brands

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