New Experian Study Analyzes Small-Business Market

Experian®, a global information solutions company, today announced the results of a comprehensive study that explores the rarely examined small-business marketplace. As part two in Experian’s “The face of today’s small-business owner” research, this new study takes a deeper look at the makeup of small-business owners and identifies key characteristics between owners of incorporated and unincorporated microbusinesses.

Experian compiled a sample of more than 1.2 million incorporated and unincorporated small-business owners, selecting businesses that had no more than 25 employees and $10 million in annual sales for the research. To develop the study, Experian leveraged its proprietary data from its Business Owner Link file and its INSOURCE(SM) consumer demographic database. By utilizing this unique combination of business and consumer information, Experian is the only company able to provide such a comprehensive view of today’s small-business owner.

The results of the study indicate that owners of incorporated businesses tend to be more active, educated, wealthy and younger than owners of unincorporated businesses. Additionally, the research showed that incorporated owners tend to show a higher affinity for travel, gadgets and high-end foreign cars than their unincorporated counterparts.

A sample of the study’s findings includes the following information:

• Incorporated business owners have incomes 35 percent higher than the overall population. Comparatively, unincorporated owners’ incomes are 24 percent higher.
• Incorporated owners are 56 percent more likely to have completed college, whereas unincorporated owners are 29 percent more likely.
• Incorporated business owners are 94 percent more likely to exhibit “work hard, play hard” attitudes than unincorporated owners and the overall population.

“To achieve a successful marketing campaign, it is imperative to send the right message to the right audience,” said Mark Zablan, president, Experian’s Business Information Solutions group. “With this study, Experian helps marketers better understand and connect with the small-business segment by highlighting incorporated businesses that may have previously been excluded from B2B marketing campaigns.”