This article is so vague, and the ROI question seemed so ambiguously defined in the survey with Small Business owners that I believe no one should be surprised

This article is so vague, and the ROI question seemed so ambiguously defined in the survey with Small Business owners that I believe no one should be surprised looking at these statistics. I have completed a good amount of customer interviews in the service and restaurant industry and when you start talking about streamlining their accounting or people management systems their eyes glaze over. The number 1 thing these business owners care about is more customers and/or returning customers. I guarantee the reason that some of these businesses have negative views of technology is because they attributed the ROI question to technologies they actually paid for or have been approached to pay for, like cash registers or people management software. In reality Small Businesses leverage free technology in more ways then they perceive they just don't think of them in context to ROI because they don't pay for them. For instance Google, Yelp, and Facebook along with many more. I would imagine if they thought about technology like this as supplementing their customer growth it would improve their impression of technology as it relates to ROI.