Almost everyone communicates online

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When it comes to communication, however, most are now consistently digital: almost all craft businesses have their own homepage (97 percent). 84 percent have registered in online directories such as Google Maps or werliefertwas.de.

3 out of 10 companies (30 percent) are active in social networks such as Pinterest, Facebook, Instagram or YouTube, although this is especially true for larger companies: 25 percent of companies with up to 9 employees are present in social networks, while for companies with 10 or more employees, the figure is almost twice as high at 49 percent.

One in four businesses (23 percent) is listed on review platforms, and around one in six (14 percent) is active on online platforms such as MyHammer or Treatwell.

“Digitalization is not only changing the craft industry, it is also changing the requirements and wishes of customers who are always online with their smartphones , everywhere,” says Veltkamp.

"Companies must adapt to this by being accessible on all relevant channels." In one in three companies (34 percent) that say they are active online, the boss personally takes care of the online activities. 43 percent use an external service provider.



Almost two thirds rely on a digital office
Almost two-thirds of craft businesses (64 percent) use digital applications in their organizational and administrative work – that is 7 percentage points more than in 2017 (57 percent): For example, 52 percent already record and archive orders using customer relationship management (CRM) software – in 2017, the figure was 46 percent.

Almost one in three craft businesses (31 percent) uses ECM software to digitally organize documents (2017: 22 percent). One in five companies (20 percent) uses an HR application for personnel planning (2017: 15 percent). "Office, administrative and planning work can be simplified enormously, so that companies can regain time for their actual work and thus their craft itself," says Schulte.



Investments in IT are increasing
The increased importance of digitalization is also reflected in investments: in 2020, craft businesses in Germany plan to spend an average of 2,110 euros each on the purchase of computers, smartphones, software or other digital goods and services - in 2016 this figure was 1,460 euros.

However, three quarters of all craft businesses (76 percent) believe that the investment costs are too high and are also one of the biggest obstacles to digitization. 47 percent say they cannot afford many digital applications. "Digitization requires financial and personnel efforts," says Bitkom Managing Director Niklas Veltkamp.

“But the investments are definitely worth it.” Other obstacles that are slowing america gambling data down the digitization of the trades include concerns about IT and data security (74 percent), a lack of digital skills among employees (65 percent) and inadequate internet access (53 percent).



Good career prospects for craftsmen with digital skills
Securing skilled workers is a major challenge for many craft businesses. 72 percent report major problems finding qualified employees. Digital skills are a urgently needed qualification - even more so in 2020 than in 2017: Almost one in two (45 percent) say that their current employees need more digital skills (2017: 40 percent), 34 percent need more employees with digital skills (2017: 21 percent).

37 percent are investing specifically in the digital training of their employees (2017: 30 percent). "Digitalization is also changing the working environment in the skilled trades. New professions are emerging, existing professions are changing. We must take this into account and place greater focus on digital aspects in training," says ZDH Managing Director Karl-Sebastian Schulte.

One in four craft businesses believes that politics has a role to play here: 23 percent believe that digital skills in training and further education should be given greater state support.