Together, they published a study called “Digital splitting and digital engagement with small business owners: Survey data.”information, communication, society, 2025.
The origins of their research began during the Covid-19 pandemic when small business owners were seeking support after floating from subsidies and loans.
“Many of these people had to have a shoebox of receipts and the entire application was digital,” Reddick said, and documents were scanned and uploaded. “Many of these people didn't have that skill set. [despite being] Excellent entrepreneur and hardworking. ”
For Enriquez, it has become clear that the companies that bounced back after the pandemic were companies that used digital tools that their owners needed.
“What didn't use many digital tools was something that even the post-pandemic continued to struggle.”
The interdisciplinary team began to consider ideas for resilience, with digital literacy as the foundation for business survival. They discovered a strong link between digital engagement and expected revenue. Small business owners using websites, e-commerce platforms and more are more likely to experience revenue growth than people over 50 who do not use these tools.
“Digital disparities, often perceived as generational gaps, are also important sociotechnical and socioeconomic issues,” Han said. “Our study conducted in San Antonio reveals that factors such as age, gender, ethnicity, education and household income have a significant impact on digital access and involvement among small business owners.”
Their research revealed that tailoring digital literacy training to the needs of disadvantaged business owners is essential to success.
For the solution, they turned to AI-based chatbots and agent AI. Technology tools can provide personalized on-demand coaching that helps you close skill gaps through accessible, step-by-step guidance to use digital tools and understand how to help your business.
