The majority of Canadians - over 85 per cent - agree that convenience and personal service are the most important reasons they support small businesses. But small businesses can also benefit from offering online services to their customers, according to new research from Rogers, commissioned by Harris Decima.

1. Rogers Communications Inc.
Small Business Report
August 15, 2013
© Harris/Decima

2. Proprietary Warning
The information contained herein is proprietary to Rogers Communications Inc. and may not be used, reproduced or disclosed to
others except as specifically permitted in writing by the originator of the information. The recipient of this information, by its
retention and use, agrees to protect the same and the information contained therein from loss, theft or compromise. Any material
or information provided by Rogers Communications Inc. and all data collected by Harris/Decima will be treated as confidential by
Harris/Decima and will be stored securely while on Harris/Decima's premise (adhering to industry standards and applicable laws).
Toronto Ottawa Montreal
2345 Yonge Street 160 Elgin Street 1080 Beaver Hall Hill
Suite 405 Suite 1820 Suite 400
Toronto, Ontario Ottawa, Ontario Montreal, Quebec
M4P 2E5 K2P 2P7 H2Z 1S8
t: (416) 962-2013 t: (613) 230-2200 t: (514) 288-0037
f: (416) 962-0505 f: (613) 230-9048 f: (514) 288-0138
2
© Harris/Decima

3. Table of Contents
3
Executive
Summary
Page 6
Background &
Methodology
Background -
Methodology -
Page 4
Detailed
Findings
Section 1: Small
Business
Page 8
© Harris/Decima

4. Background and Methodology

5. Research Methodology
© Harris/Decima
5
• A total of n=1,437 interviews were conducted online (CAWI) in both English and French.
• Responses were collected between August 1st
and August 12th
, 2013.
• The small business survey was conducted among a general population sample of online adults
aged 18+ in Canada.
• The Small Business survey garnered n=1,001 completes.
• Quotas were placed on region to allow for geographic profiling while a quota of n=200 completes
per section was administered to ensure we had a voice from the Gen Y cohort.
• Data was weighted based on age, gender and region to be representative of the online Canadian
population.
Sample Quotas Small Business
BC 125
Alberta 100
Manitoba/Saskatchewan 100
Ontario 325
Quebec 250
Atlantic 100
Total 1000

6. Executive Summary

7. © Harris/Decima
7
Executive Summary (Small Business)
Frequency and Motivations for Shopping Local
• The frequency at which Canadians shop at local/small versus big businesses is relatively equal when examined
among all respondents. However, Canadians over the age of sixty, those who reside in Atlantic Canada and
those do not have children living in the household are the most likely to shop at local/small businesses at least
once per week.
– Canadians who shop at local/small businesses at least once per month do so for the local economic benefits (64%) and
personalized customer service (58%), whereas less frequent small business shoppers attribute price (50%) and
convenience (43%) as key barriers to not shopping at local/small businesses more often. These factors (price and
convenience) do not appear to be major motivators for the higher frequency small business shoppers.
Local/Small Business vs. Big Business
• Two-thirds (73%) of online Canadians agree (strongly or somewhat) that ‘local/small businesses provide better
and more personalized customer service than do big businesses’. Online Canadians also tend to agree that
‘Employees at local/small businesses are much more knowledgeable about the products and services they
carry than are big businesses’ (65%) and that they ‘feel a sense of pride when I shop at a local/small
businesses’ (62%).
Statement Importance
• Although Convenience is not stated as a top reason for why Canadians shop local, it’s deemed as one of the
most important attributes for local/small businesses to deliver on. Virtually all online Canadians (89%) think it
is important for local/small businesses to have ‘flexible and convenient hours of operation’. Of almost equal
importance is for local/small businesses to ‘provide personalized customer service’ (89%).
– Lastly, Canadian consumers attribute high importance for local/small businesses to ‘offer special promotions and
discounts on a regular basis’ with eight-in-ten (81%) deeming the attribute important.

8. Detailed Findings

9. 9
© Harris/Decima
9
Q1. On average, how often would you say you shop for goods and/or services
at…?
Base: All small business respondents, n=1,001
Once per
Month (%)
80%
83%
• Almost half of online Canadians (46%) say they shop at local/small businesses at least once a week. This is
almost identical to the percentage who say they shop at big businesses at the same frequency (43%).
• The most frequent local/small business shoppers (i.e. those who shop at local/small businesses at least once a
week) are Canadians over the age of sixty (58%), reside in Atlantic Canada (55%) and do not have children
living in the household (50%).
Frequency of Shopping Small vs. Big Business
Relatively Equal for Canadian Consumers

10. 10
© Harris/Decima
10
Q2. Why do you shop at local/small businesses?
Base: Those who shop at local/small businesses at least once a month, n=797
Note: responses under 2% not shown
• About two-thirds (64%) of Canadians who shop at local/small businesses at least once a month do so for the
economic benefits it provides their community.
• Customer service is also a key factor in shopping local/small with six-in-ten (58%) Canadians selecting one of
the two associated statements below.
Canadians Shop at Local/Small Businesses for the
Local Economic Benefits and Personalized Customer
Service

11. 11
© Harris/Decima
11
Q3. Why is it that you don’t shop at local/small businesses more often?
Base: Those who shop at local/small businesses less often than once a month,
n=204
• When asked to identify why they don’t shop at local/small businesses more often (among those who shop
local/small less often than once per month), half indicate ‘the prices are higher at local/small businesses’,
while slightly fewer (43%) say, ‘it’s not convenient for me’.
– Price and Convenience are seen as the biggest barriers to shopping local for those who shop at big businesses at least
once a week (59% and 57%, respectively) .
Price and Convenience Stated as Key Barriers to not
Shopping at Local/Small Businesses More Often
Note: responses under 2% not shown

12. 12
© Harris/Decima
12
Q4. Using the scale below, please tell me how much you agree or disagree
with each of the following statements.
Base: All small business respondents, n=1,001
• Two-thirds (73%) of online Canadians agree (strongly or somewhat) that ‘local/small businesses
provide better and more personalized customer service than do big businesses’. This perception
increases with age as those over the age of 50 are the most likely to agree with the statement.
Canadians Agree that Local/Small Businesses Offer
Better Customer Service than Big Box Stores
Somewhat/
Strongly Agree
73%
65%
62%
39%
52%
41%
43%
31%
35%
27%

13. 13
© Harris/Decima
13
Q4. Using the scale below, please tell me how much you agree or disagree
with each of the following statements.
Base: All small business respondents, n=1,001
Top 2 Box % (Somewhat/Strongly Agree) Total
n=1,001
Age
18-29
n=186
30 plus
n=815
Local/small businesses provide better and more personalized customer
service than do big businesses
73% 68% 74%
Employees at local/small businesses are much more knowledgeable about
the products and services they carry than are big businesses
65% 67% 64%
I feel a sense of pride when I shop at a local/small businesses 62% 60% 63%
I am attracted to the idea of shopping local, but the overall incentives to
shop at big businesses are much more enticing
52% 65% 49%
I would rather pay a little bit more for goods and services at a small/local
business than shop at a big box-store/business
43% 43% 44%
Most local/small businesses are not active enough online (i.e. no social
media presence)
41% 60% 36%
I would shop at local/small businesses more often if they rewarded me for
my business (e.g. loyalty program, points program, etc.)
39% 56% 35%
I don't get the best value for my money when I shop at local/small businesses 35% 46% 32%
I would shop at local/small businesses more often if they offered more of
their products and services online
31% 51% 26%
Local/small businesses don't offer enough flexibility in their policies and
services
27% 43% 23%
Denotes significantly higher than all others within its category
Gen Y Cohort Attracted to the Idea of Online Shopping and having
Local/Small Businesses Introduce Incentive Programs

14. 14
© Harris/Decima
14
Q4. Using the scale below, please tell me how much you agree or disagree
with each of the following statements.
Base: All small business respondents, n=1,001
Top 2 Box % (Somewhat/Strongly Agree) Total
n=1,001
Frequency of Shopping Local/Small
Once/Week
n=447
Once/Month
n=350
> Once/Month
n=204
Local/small businesses provide better and more personalized
customer service than do big businesses
73% 78% 74% 58%
Employees at local/small businesses are much more knowledgeable
about the products and services they carry than are big businesses
65% 65% 68% 59%
I feel a sense of pride when I shop at a local/small businesses 62% 69% 62% 47%
I am attracted to the idea of shopping local, but the overall
incentives to shop at big businesses are much more enticing
52% 45% 57% 62%
I would rather pay a little bit more for goods and services at a
small/local business than shop at a big box-store/business
43% 51% 43% 26%
Most local/small businesses are not active enough online (i.e. no
social media presence)
41% 45% 40% 34%
I would shop at local/small businesses more often if they rewarded
me for my business (e.g. loyalty program, points program, etc.)
39% 40% 44% 29%
I don't get the best value for my money when I shop at local/small
businesses
35% 31% 35% 43%
I would shop at local/small businesses more often if they offered
more of their products and services online
31% 35% 31% 24%
Local/small businesses don't offer enough flexibility in their policies
and services
27% 25% 24% 36%
Incentives Offered by Big Businesses Considered a
Barrier to Higher Frequency Local/Small Bus. Shopping
Denotes significantly lower than all others within its categoryDenotes significantly higher than all others within its category
• Six-in-ten (62%) non-frequent local/small business shoppers (i.e. those who shop at these stores less than
once per month) say they are attracted to the idea of shopping local, but consider the overall incentives to
shop at big businesses much more enticing.

15. 15
© Harris/Decima
15
Q5. How important is it to you that local or small businesses…?
Base: All small business respondents, n=1,001
Somewhat/
Strongly Agree
86%
89%
81%
77%
51%
38%
36%
25%
• Almost nine-in-ten (86%) online Canadians think its important (very or somewhat) that local/small businesses
‘provide personalized customer service’, while slightly more (89%) think it is important that they have ‘flexible
and convenient hours of operation’.
• Overall, loyalty programs and online services (i.e. e-commerce, social media, etc.) were viewed as
less important for local/small businesses.
Convenience and Personalized Customer Service Deemed Most
Important Attributes for Local/Small Businesses to Deliver On

16. 16
© Harris/Decima
16
Q5. How important is it to you that local or small businesses…?
Base: All small business respondents, n=1,001
Top 2 Box % (Somewhat/Strongly Agree) Total
n=1,001
Age
18-29
n=186
30-39
n=167
40-49
n=195
50-59
n=230
60 plus
n=223
Have flexible and convenient hours of operation 89% 89% 91% 92% 91% 86%
Provide personalized customer service 86% 81% 80% 85% 87% 94%
Offer special promotions and discounts on a regular basis 81% 84% 85% 80% 83% 74%
Breakaway from the mold and offer unique products and
services
77% 75% 82% 80% 76% 75%
Offer some type of loyalty rewards program 51% 68% 57% 57% 45% 35%
Allow consumers to pay for goods and services online
(e-commerce website)
38% 60% 50% 40% 24% 25%
Have a strong social media presence 36% 51% 40% 36% 28% 28%
Provide consumers the option to pay with their smartphone 25% 47% 28% 24% 16% 13%
Denotes significantly higher than all others within its category
• Online Canadians aged 18 – 29 are more likely than any other age cohort to perceive the following loyalty or
technology related attributes as important; ‘Offer some type of loyalty rewards program’ (68%), ‘Have a strong
social media presence’ (51%) and, ‘Provide consumers the option to pay with their smartphone’ (47%).
• There appears to be a pent-up demand from young Canadian consumers for businesses to offer online retail
solutions. Technology has been integrated into their lives and they expect businesses to follow suit.
Convenient Hours a ‘Must Have’ for All Age Cohorts;
Loyalty Programs/Online Services Appeal to Gen ‘Ys’

17. 17
© Harris/Decima
17
Q6. Using the list below, please indicate which words/phrases you
associate with local/small businesses and which you associate with big
businesses/big box stores.
Base: All small business respondents, n=1,001
• Online Canadians associate local/small businesses with attributes like ‘unique’, ‘provide personalized service’,
‘friendly’, and ‘honest’ whereas big businesses are more closely associated with attributes like ‘have the
lowest price’, ‘successful’, ‘good value for money’, and ‘convenient’.
Local/Small Businesses are Perceived Much
Differently from Big Business/Big Box Stores
Local/Small Business
Big Business/Big Box Stores
Gap
Local/Small
Business
Big
Business/Bo
x Stores
Unique +65% 78% 12%
Provide personalized service +63% 80% 17%
Friendly +55% 84% 28%
Honest +43% 74% 30%
Knowledgeable +41% 78% 37%
Trustworthy +38% 73% 35%
Ethical +37% 67% 30%
Provide highly reliable customer
service
+29% 68% 38%
Exceed your expectations +29% 51% 22%
Socially responsible +21% 57% 36%
Are easy to do business with +18% 69% 52%
Have flexible policies and services -1% 47% 48%
Convenient -7% 55% 61%
Successful -26% 45% 71%
Good value for money -28% 42% 70%
Have the lowest price -61% 16% 77%

18. 18
© Harris/Decima
18
Q7. If you had to choose between each of the following options, which would
you choose?
Base: All small business respondents, n=1,001
Personalized
Customer
Service
Loyalty
Rewards
Programs
57%
43%
A local
experience
where I deal
with the same
people every
time I shop at
that business
I don’t care
about who I
am dealing
with, I only
care about
the product
I’m searching
for
54%
46%
If you had to choose between each of the following options, which would you choose?
• On the surface there appears to be little difference between whether respondents prefer personalized
customer service or loyalty rewards programs. However, when looking at the data from a demographic
perspective, we find that as age increases, so does the priority placed on personalized customer service.
• Furthermore, the older the respondent the more likely they are to prefer ‘a local experience where they deal
with the same people every time they shop at that store’.
Online Canadians Polarized Between The Benefits of
Local/Small Business versus Larger Businesses
OR OR