Fastest Growing Cities Online.
January 26, 2003
Nielsen//NetRatings reports that the active online population in Raleigh, NC grew 29 percent at home from January 2002 to January 2003, taking the top spot as the fastest growing city in the U.S. for homes connecting to the Internet (see Table 1). Nashville, TN and Sacramento, CA tied with the 2nd highest growth rate, expanding 19 percent year over year.
“Retailers who do business or advertise online should take note of these rankings. They can point to areas of the country where online advertising and ecommerce will have significantly more impact than a year ago,” said Greg Bloom, senior Internet analyst at Nielsen//NetRatings.
Following the top three fastest growing local markets was Hartford, CT with a growth rate of 17 percent. The at-home active audience in Washington, DC and Houston, TX grew by 16 percent.
“Cities like Washington DC and San Diego have maintained their high growth rate, while large metropolitan cities including New York and Los Angeles continue to hold the lion’s share of Web surfers,” said Bloom.
“Understanding what regions are most active on the Internet will allow marketers to plan their campaigns more efficiently,” said Bloom.
High Income Households Grow in Raleigh The fastest growing local market experienced some big shifts in income levels over the past year. In Raleigh, the number of people with at home Internet access reporting a household income of $75,000 to $99,999 a year increased by 72 percent (see Table 2) from January 2002 to January 2003. Other high-income groups online grew as well with the $100,000 to $149,999 income bracket growing eight percent and the wealthiest bracket of $150,000 to $999,999 moving up 17 percent. By contrast the lowest household income bracket for those with at home Internet access saw its active online audience decrease by 26 percent.
“Raleigh has experienced major growth in high income households that have Internet access over the past year,” said Bloom. “This will make it a prime regional target for marketers looking to push big ticket items like luxury cars and appliances.”
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