Small biz doesn't even know about PPC advertising

Found an article about small businesses awareness and use of PPC (pay-per-click) advertising: Small businesses not on the pay-per-click bandwagon yet, says new research

While the survey shows only 11% of SME (small-medium-enterprises) surveyed are even aware of PPC, "of those who use pay-per-click, the average business allocates 23% of its advertising to pay-per-click."

Wow, 23%! But to make this data useful, it would be helpful to have the demographics of the companies. If these are B2B or B2C, local or national makes a hellava difference. PPC makes sense for my business, for others it doesn't.