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Which websites attract big-money users?

Posted 12 September 2007 at 8:33AM by Simon Dickson in Managing your website

Britain's most affluent internet users are most interested in foreign language translation, finding new jobs and Arsenal FC, according to a study by Nielsen-Netratings (PDF). They found that 24% of UK internet users lived in households with an income over £50,000, fractionally behind the US figure for similar income levels, but well ahead of France and Germany. And when they looked at the sites with the highest concentration of high-income users, they found some interesting sites at the top of the rankings.

Top of the list came Barclays Business Banking, with 59% of its 158,000 audience living in high-income households. Second came Companies House, as one might expect from people with (presumably) high-powered management jobs: 53% of its 243,000 audience came from the top income bracket. But perhaps an unexpected third was Freetranslation, a site based in Maidenhead, offering free automated translation to and from a dozen major world languages.

Arsenal's website was ranked fifth, with 43% of its 114,000 audience being high earners. Yet curiously, when they looked at home usage only, Liverpool burst into the top ten, with 31% of their audience in affluent households - ahead of the Gunners.

'Perhaps Arsenal fans are less conscientious about looking at their club website whilst at work,' suggests analyst Alex Burmaster. But with the research being done during June, I reckon it was more down to Arsene Wenger's relative lack of summer transfer activity. When it's your own time, maybe you're less likely to check your team website on the off-chance?

Tags: arsenal, barclays, companies house, freetranslation, high-income households, liverpool, nielsen netratings

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