High Income Households Usage of the Internet

Above is a website ranking of the top ten channels in Nielsen//NetRatings' Market Intelligence NZ domestic traffic showing the sites that attract the highest percentage of people, with a household income greater than $100,000 per annum, for the month of October 2007.

The rankings do not show which websites have the actual highest traffic numbers (ie total number of unique browsers) of this demographic, but instead show which websites have the highest percentage of their traffic consisting of people from households, with a combined income greater than $100,000, for the month of October.

For example, admedia.co.nz is the number one ranking because 58% of its unique browsers meet the demographic requirement, but their total number of matched unique browsers equals 609. bankdirect.co.nz on the other hand, in 9th place, have 49.5% of its unique browsers that meet the demographic requirement but their total number of matched unique browsers equals 11,510.

Demographic segmentation of website traffic can be an incredibly useful tool for marketers. Being able to identify what websites are dominated by which particular demographic can allow marketers to better target their advertising and promotions, resulting in better lead generation and lower overall cost.

ENDS

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