I think you could really get some money out of this, with the right concept.
If you can create something that is easy to maintain for them, with low annual cost, but they still need you to set it up for a small fee! Then you show them a prototype and probably a large part of these businesses would be in for that.
And the 12% that uses social media instead of a website... meh. When i'm looking for a place, i rarely hit the facebook links, because usually its a garbage page with no info. Although that is changing lately with some more information, but usually still less than a proper website.