Quarter of UK’s Online Population Are Its Richest Netizens

August 23, 2007

This article is included in these additional categories:

Europe & Middle East | Financial Services | Household Income | Travel & Hospitality

A quarter of Britons online come from households with 50+K pounds ($100+K) in annual income, and finance and travel-related sites tend to be those with the greatest concentration of wealthy UK visitors, according to Nielsen/NetRatings.

Online brands with the greatest concentration of traffic from high-income households, according to the research:

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  • The 10 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 come from a household with an annual income of at least £50,000.
  • The 10 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 come from a household with an annual income of at least £50,000.

UK internet population composition (by household income), according to Nielsen/NetRatings:

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  • Almost a quarter (24%) of the UK internet population comes from households with an annual income of at least £50,000.

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  • The Australian internet tends to have the largest concentration of households from the highest domestic income bracket; 32% come from households with an income of at least $100,000 AUD.
  • The Spanish internet tends to have the lowest concentration of households from the highest domestic income bracket; only 6% come from households with an income of at least €72,000 Euros.

“Although all the UK certainly has a wealthy internet population and performs well against its Western European neighbors, it falls behind other countries in terms of the concentration of the richest households,” said Alex Burmaster, internet Analyst, Nielsen/NetRatings.

“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.”

Note: 1 US dollar = 1.23 Australian dollars; 0.50 British pounds; 1.21 Swiss francs; 0.74 euros.

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