Small Business Survey 2025
Verizon Business sixth annual State of Small Business Survey.
An introduction to the survey findings
The 2025 Verizon Business State of Small Business Survey finds significant trends with the current behaviors, challenges and opportunities for SMBs while they explore AI adoption, social media usage, cybersecurity, technology, and workplace dynamics. The survey shows key data representing a national sample of 600 small to midsize business owners and decision makers.
Upgrading tech stacks for new ways of doing business
The digitalization of small and midsize businesses marches on as SMBs continue to adapt to new ways of doing business. Employees expect more flexibility, and customers expect more ways to make purchases online and interact with sellers. As such, a growing number of small businesses are adopting digital tools and technologies to streamline business operations and enhance both customer and employee engagement.
47%
of small businesses
have implemented new systems or technology in the last 12 months to bolster security for their increasingly digital operations
58%
of small businesses
have started offering new products and services to adapt to changing customer needs
AI adoption spreads in new ways
Decision makers’ perceptions of AI’s benefits have remained fairly consistent, although reservations about the technology have declined since last August. Fewer respondents are concerned about the implications of integrating AI. The more they become familiar with the technology, the more they see its potential value across different areas of their business, including inventory management, customer service, accounting, and cybersecurity.
38%
of SMBs
are leveraging AI
28%
are using AI
for marketing and social media, while 24% are using the technology for written communications
24%
are using AI
to power digital personal assistants that can help them with customer service
25%
are using AI
to boost their cybersecurity efforts
SMBs content creation on the rise
Social media remains among the leading customer outreach tactics among SMBs over the past year, with Facebook still at the top of the hierarchy. YouTube overtook LinkedIn as the third most used platform. Content creation has emerged as a key tactic with decision makers.
82%
use Facebook
to promote products and connect with customers
62%
of decision makers
began creating content or increased investment in content creation over the last year
58%
of small businesses
are on the TikTok platform
Evolution of payments technology
SMBs invested in technology additions and upgrades this year to make efficiency gains and to better connect with customers. Better engaging with customers comes in different forms, including improving or streamlining customer service, as mentioned with AI-powered digital personal assistants in the previous section, and making purchasing easier.
58%
of SMBs
have evaluated or upgraded their payment processing or are planning to within the next six months
40%
of retailer SMBs
are investing in 5G networks, which are faster and more secure, to facilitate contactless payments, jumping up from 34% last year
Growing importance of cybersecurity
Decision makers possess a greater understanding of cybersecurity best practices than last year, but they’re also less confident that their business is protected. The drop in confidence likely correlates with fewer respondents believing they’ve invested enough to protect their businesses from cyberattacks. Cybersecurity is a growing priority for SMBs looking to protect growing digital operations.
52%
of SMBs
acknowledge that expanding into new locations has increased the threat of cyberattacks on their business
47%
of respondents
invested in new technologies to improve cybersecurity in the last year
48%
of small businesses
have added or upgraded cybersecurity training for employees
25%
of SMBs
don’t believe their business is investing enough in cybersecurity practices
SMBs are returning to office, not without challenges
SMBs have faced some challenges with hiring and retaining employees, which may suggest a tension between employers and job seekers, as SMBs push for a return to office. In the meantime, SMBs are exploring AI for recruitment and retention.
45%
of employers
have had challenges hiring new employees.
37%
of employers
have lost employees or had challenges retaining top talent.
>66%
of decision makers
say their business requires employees to work fully in person
19%
of SMBs
are using AI for recruitment and talent sourcing
56%
of employers
believe AI can help their business offset any pain points caused by reduced or frozen headcount.
53%
of employers
believe AI can help the business retain current staff.
