Thanks to Adam Sandler from the Nevada Broadcasters Association on providing this article:
According to consumer and media research firm Scarborough Research, Detroit, Providence and Las Vegas are the leading markets for Online Job Searchers. Nearly one quarter (24%) of Internet Users in each of these markets conducted an online employment search in the past month. In contrast, Salt Lake City and Tulsa are the markets least likely to have Online Job Searchers, as 12% of Internet Users in these cities searched online for a job. Nationally, almost one fifth (19%) of Internet users conducted an online job search during the past 30 days.
Job websites have obvious appeal to anyone looking for employment. Scarborough Research finds that employed adults are utilizing online job search to keep their eye on the market. The majority (74%) of Online Job Searchers are, in fact, employed full-time or part-time.
“Employers can reach both active and passive job seekers, nationally or in specific local markets, by using employment web sites,” said Gary Meo, senior vice president, digital media services, Scarborough Research. ”These types of sites are a powerful tool for marketers to connect with consumers – on many geographic levels.”
In examining Online Job Searchers locally, Scarborough Research finds this group is distinctive based on location. At a state level, all of the top local markets – Detroit, Providence, and Las Vegas – are located in states that have higher than average unemployment rates as reported by the U.S. Bureau of Labor Statistics. In drilling down to the local market (DMA) level, more demographic differences are revealed. For example, Las Vegas Online Job Searchers are less likely than the national average to be employed. 59% of Las Vegas Online Job Searchers are employed versus 74% of all Online Job Searchers nationally.
Online Job Searchers in Detroit and Providence, on the other hand, are more on par with the national average. 71% of Detroit’s Online Job Searchers are employed, and 77% of Providence Online Job Searchers are employed.
“While some generalizations can be made about the makeup of Online Job Searchers at the national level, our data shows that the demographic profile and Internet usage patterns of Online Job Searchers are unique to the local market,” said Meo. “It may seem obvious that Detroit, Las Vegas and Providence are high ranking given their rates of unemployment. But when we look more closely at Online Job Seekers in these cities, we find differences including age, ethnicity, income and white collar versus blue collar employed.”
Scarborough Research examined the demographic makeup of Online Job Searchers nationally, as they compare to other Internet users. Online Job Searchers are much younger than average Internet Users. They are 47% more likely than the average Internet User to be between the ages 18-29. The average age of Online Job Searchers is 37 compared to Internet users’ average age of 43.
They are 70% more likely to be African-American. While Online Job Searchers are embraced by adults from all income levels, those with lower incomes tend to be more likely to conduct an online job search. Further, more than half (54%) of Online Job Searchers have one or more children in the home.
While 68% of employed Online Job Searchers are white collar workers, 32% are blue collar workers. This is on par with employed Internet Users nationally as, 70% of employed Internet Users are white collar workers and 30% are blue collar workers. As further evidence of their focus on improving their employment opportunities, Online Job Searchers are more than twice as likely to plan to go back to school in the next year.
{ 0 comments… add one now }