Devoted to online marketing, viral marketing, and web marketing

A report by Jupiter Research says that executives of businesses with under five employees or less spend more time online than executives from other small businesses.

The executives from the smallest businesses spent an average of 17 hours online a week, longer than even the normal online users, who spend about 15 hours a week online. Small business executives with more employees spend only about 10 hours online.

It was also found that those with under five employees also spent more time online than all other media. Clickz, citing the report said that they used media in this way: Magazines and newspapers (two hours a week each), radio (five hours) and television (14 hours).

Sonal Gandhi, Jupiter Research analyst and lead author of the report noted that reaching this particular market segment, it is important to have "a balance of both banner ads and search marketing.... In general we advise that online marketers do more sophisticated behavioral and contextual targeting to get to these segments. Micro-business executives are all over the place, so it is hard to find them in one place."

One of the interests that this particular demographic has is online newspaper sites, with 14 percent of them saying they visit them regularly. Yet they still use other online features like search, researching travel accomodations and gathering information on their locality.
 
According to the report, a way to specifically reach this segment would be to offer "exclusive information," which would be a prelude to being able to get personal information on this hard-to-find segment.