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July 2022SMB TriviaCopyright 2022 Borrell Inc.

Highlights In July 2022, after a 2 year hiatus, we conducted the fifth installment ofthe trivia format, structuring questions around marketing facts andtidbits found online. After each question, the correct answer was provided. And a PDF wasshared at the end of the survey linking to the sources used and sharingcopies of visuals. We have no affiliation with the companies/sourcesused in this survey. Within this document, you’ll find out which questions were answeredcorrectly most/least often and see the visuals and sources we shared inthe survey itself. Two panelists got all questions right! The average score was 4 correctout of 10. Most panelists (81%) knew the marketing metrics stat that it’s easier to sell toexisting customers than new customers. The biggest stumper was the cryptocurrency question with only 7% answering instep with the study’s findings. The survey registered an “interesting” rating of 90%, which is higher thanour average interesting rating, and 73% of survey takers said they’d liketo take more surveys like this. Most panelists enjoyed the survey, mentioning the format was fun andinsightful.“Wow! Very educational and blew my mind. I found this to be a very effectivesurvey. I don't know as much as I thought I did. :).”“It was a fun change of pace. I only got 3 answers correct, so I'm more out oftouch than I realized!”“Very much enjoyed testing my knowledge about current media and marketing!” Based on this feedback, we plan to send surveys like this on a semiregular basis.Copyright 2022 Borrell Inc.2

July 2022SMB Trivia ResultsSourcesPODCAST USEThis is a compilation of the sources found for thelatest SMB Panel survey. Thank you for participating!46%answered correctlyNearly a quarter of U.S. adults (23%) getnews from podcasts at least some of thetime, according to a Pew ResearchCenter survey conducted in July 2021.Rates are as high as 33% among thoseages 18-29.Source: er-of-americans-get-news-from-podcasts/SOCIAL MEDIA SITES34%answeredcorrectly60% thoughtCaffeine wasfake. But it’s not.Caffeine, Telegram, Twitch and Vero areall real social media apps.Caffeine was created by ex-Appledesigners and serves as a competitor toTwitch – both of which focus on users livestreaming themselves, often engaging ingaming or creative-related activities.Telegram is a chat app and the #2 acompetitor to the more well-knownmessaging app, WhatsApp.And, Vero is an image and video forwardapp similar to Instagram. It’s free of ads,data mining and algorithms.Copyright 2022 Borrell Inc.Sources: pcmag.com/reviews/vero anking n-usa3

July 2022SMB Trivia ResultsSourcesThis is a compilation of the sources found for thelatest SMB Panel survey. Thank you for participating!FACEBOOK CONVERSION RATES BY INDUSTRY17%answeredcorrectlyMore than halfbelieved apparelwas higherFitness was shownto receive a 14.3%conversion rate vs.the averageacross allindustries of 9.2%.Education,Employment/JobTraining, andHealthcare andB2B scored /11/mostpopular-social-mediaplatformsMARKETING METRICS81%answered correctlyAccording to the book, Marketing Metrics, the odds of selling to anexisting customer are at least 3x greater than selling to a new prospect.Loyalty programs are one way to encourage customer retention, tolearn more about successful loyalty programs, check out Newsweek’slist: American’s Best Loyalty Programs 2022.Sources: rformance/dp/0134085965/ pyright 2022 Borrell Inc.4

July 2022SMB Trivia ResultsSourcesThis is a compilation of the sources found for thelatest SMB Panel survey. Thank you for participating!MOST DOWNLOADED APPS IN 202175%answered correctlyTikTok led the wayin 2021, with 94million downloads– an increase of6% to the 2021/WWDL21.pdfHashtag challenges, How-To Videos, Team Introductions and ProductDemonstrations are some of dozens of ways businesses can use Tik Tok toengage audiences.Source: mlTIME SPENT ONLINE28%answered correctlyIn 2021, the average amount of timeU.S. adults spend per day online (withdigital information) surpassed 8 hoursfor the first time. The The increase in2022 is expected to be fromconnected device use (smart TVs,game consoles, and internetconnected devices).Source: with-mediaCopyright 2022 Borrell Inc.5

July 2022SMB Trivia ResultsSourcesThis is a compilation of the sources found for thelatest SMB Panel survey. Thank you for participating!SMALL BUSINESS USE OF CRYPTOCURRENCIES7%answeredcorrectly8 in 10 thought theanswer was much,much lowerAccording to a survey ofbusinesses owners and toplevel executives in late 2021,the answer is 32%. Anotherquarter say they’d like toaccept this type of paymentbut don’t know how to do so.Source: skynova.com/blog/acceptingbitcoinPayPal allows people to payin cryptocurrencies and thenthey convert it to cash to paythe vendor.Source: hantpayment-2021-04-05Some major companies thataccept bitcoin or othercryptocurrencies includeMicrosoft, PayPal, Overstock,Whole Foods, Etsy, Starbucks,Newegg, Rakuten, Twitch,CheapAir.com, AMCTheatres, Home Depot, AT&Tand Dish jor-companies-that-accept-bitcoin/Copyright 2022 Borrell Inc.6

July 2022SMB Trivia ResultsSourcesThis is a compilation of the sources found for thelatest SMB Panel survey. Thank you for participating!CHARITABLE GIVING VIA THE WORKPLACEAccording to Deloitte’s 2021Workplace Giving Survey, 37% ofthose who donated to anyorganization in the past year, didso through a workplace givingprogram (e.g., where theemployer matches theemployee’s donation).28%answered correctlyThat 18-34s give through workplaceprograms at higher rates. But mostknew it wasn’t 55 .58% of young professionals(aged 18-34) gave through aworkplace giving program,much higher than the 37% ofprofessionals overall.37% of these professionals saidthey want the opportunity todonate to specificcauses/organizations they careabout.The most popular donationcauses in 2020 were hunger &homelessness, education, andsocial & racial equality.Source: arworkplace-donations.htmlCopyright 2022 Borrell Inc.7

July 2022SMB Trivia ResultsSourcesThis is a compilation of the sources found for thelatest SMB Panel survey. Thank you for participating!SUMMER OF ‘21 FOR GEN Z37%answered correctlyMore thought theanswer was fashion.According to student loyaltynetwork, Student Beans, the top 3trends that will define summer2022 for Gen Z are:1. nostalgia2. travel3. rest & recharge/mental ends/top-3-trends-summer-2022/66% of 16-24s surveyed saidthey are drawn to items that tapinto nostalgia, and 83% enjoyseeing nostalgic content onsocial media.Student Beans suggests if you’relooking to connect Gen Z thissummer try including some ofthe following in your socialmedia content: favorite popsiclesticks, old-school tunes, crocswith mom shorts and crop tops.INFLATIONARY CONSUMER CUTBACKS44%answered correctlyAccording to a poll by Momentive for CNBC, if record inflation and higherprices continue, cutting back on dining out will be the activity adults aremost likely to consider.52% of nearly 4,000adults surveyed inMarch 2022, citeddining out as t

The survey registered an "interesting" rating of 90%, which is higher than our average interesting rating, and 73% of survey takers said they'd like to take more surveys like this. Most panelists enjoyed the survey, mentioning the format was fun and insightful. "Wow! Very educational and blew my mind.