Nielsen//NetRatings has revealed how the UK Internet population is composed in terms of household income and where you are likely to find the wealthiest Britons online.
The ten sites with the greatest concentration of wealthy visitors using the Internet from home and work comprise four business / career-related brands, two finance sites, two travel sites, one translation site and one football club.
Barclays Business Banking has the greatest concentration of wealthy visitors from a home or work computer - 59% of its visitors coming from a household with an annual income of at least £50,000.
The ten sites with the greatest concentration of wealthy visitors using the Internet from home only comprise four travel- related brands, two retailers, two sports sites, one finance site and a site for children.
American Express has the greatest concentration of wealthy visitors from a home computer - 37% of its visitors coming from a household with an annual income of at least £50,000
|Rank ||Brand (home & work Internet audience) ||% of audience from £50K+ h-holds ||Unique Audience (000s)|
|1 ||Barclays Business Banking ||59% ||158 |
|2 ||Companies House ||53% ||243 |
|3 ||Freetranslation ||51% ||124 |
|4 ||Interactive Investor ||49% ||87 |
|5 ||Arsenal FC ||43% ||114 |
|6 ||CareerBuilder Network ||43% ||160 |
|7 ||Transport for London ||42% ||602 |
|8 ||LinkedIn ||42% ||114 |
|9 ||Virgin Flights ||42% ||183 |
|10 ||American Express ||42% ||213 |
Internet Analyst, Nielsen//NetRatings, Alex Burmaster, said, “A variety of sectors are represented through sites with the largest concentration of wealthy visitors.
“Whilst business and finance brands are expected, many will be surprised to see the number of travel-related brands – which cover flights, hotels or just getting around London! It’s interesting to see how Internet location affects the highest-income brands.
Burmaster added, “For example, Arsenal Football Club shows as one of the leading brands in terms of wealthy visitors when looking at home and work Internet use but when looking at home “Internet use only, Liverpool FC shows up instead.
"Perhaps wealthy Arsenal fans are less conscientious about looking at their club website whilst at work than their Liverpool counterparts!”Almost a quarter (24%) of the UK Internet population comes from households with an annual income of at least £50,000.
In June 2007, 23% of the active UK Internet audience was from a household with an annual income of less than £20,000 Amongst respondents divulging household income.
Burmaster concluded, “Although all the UK certainly has a wealthy Internet population and performs well against its Western European neighbours, it falls behind other countries in terms of the concentration of the richest households.
“Although one in four Britons online comes from a household with a £50K+ income, Australia, for example, sees one in three of its Internet population coming from $100,000AUD+ households.”
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