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online job seekers
Almost half are 35 to 54. A third make over $75K.
By Toni Fitzgerald
With the national unemployment rate at 6 percent, the highest in eight years and not projected to improve anytime soon, traffic to internet job sites has spiked.
Such sites used to be the domain of the very young – savvy recent college grads searching for dot.com opportunities.
No longer. Research from comScore Networks’ Media Metrix shows that people ages 18-24 now make up one of the smallest groups of online job seekers.
Layoffs around the country have forced older internet users to get creative with their job searches. And sites such as industry leader Monster.com are responding by expanding their offerings to include hourly, blue-collar listings.
Career sites attracted 20 million visitors during December. Monster led the pack with more than 11 million users, with HotJobs.com, Yahoo’s imprint, a distant second with 3.6 million.
By comparison, Monster peaked at just over 9.5 million users during the last three months of 2001.
CareerBuilder was third in December 2002 with 3.2 million users and AOL’s proprietary channel for careers and work fourth with 1.24 million.
The rest of the top 10 had fewer than 1 million users each. Seventy-three percent of all career category surfers visited one of the top five sites, with Monster accounting for 69 percent of minutes spent.
Most job searchers are apparently smart enough to do their investigating at home (or maybe it just looks that way because so many of them are out of work). Nearly 13.5 million logged on to career sites from home, compared to 6 million at work.
College job seekers represented just 5 percent of the category audience, with about 1.25 million searchers.
Most of the traffic to these sites consists of job seekers in their prime – a few years removed from college or high school graduation and 10 years or more away from retirement.
Surfers ages 35-44 make up the largest percentage of career internet users, 23.9 percent, followed closely by 25-34s at 22.9 percent.
Younger surfers, ages 18-24, account for 18 percent while 45-54s represent 19.3 percent.
The groups least likely to use the internet to search for a job are the ones nearest retirement. Only 9.3 percent of users age 55 and above used the internet to surf career sites, including just 2.3 percent of those 65 and above.
The middle class is most likely to go online to find jobs. Those with household incomes between $40,000 and $59,999 represent 25.6 percent of the group. This income level presumably has home internet access, and is interested in the mostly white-collar jobs, such as office work and salaried positions, advertised on sites like Monster and HotJobs.
Those making more than $75,000 represent about one-third of all internet job site searchers.
The income group least likely to use the net to search for jobs, households making $15,000-$24,999, may not have home internet access and yet, as noted above, would not be likely to search for jobs at work.
The internet worm that wreaked havoc on the internet two weekends ago had a noticeable impact on last week’s net ratings.
According to Nielsen//NetRatings, the anti-virus software maker McAfee slipped into the top 25 brands for the week ending Jan. 26.
Spooked surfers probably did not realize right away that slowdown was caused by a Microsoft Windows vulnerability that had not been patched, and affected systems rather than individual computers.
Nonetheless, No. 25 McAfee received more than 3.1 million unique viewers, reaching 3.7 percent of the active internet audience.
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Top
25 parent companies |
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|
# |
Parent |
Unique Audience (000) |
Reach % |
Time spent per person (hh:mm:ss) |
|
1 |
AOL Time Warner |
50,859 |
60.5 |
2:09:38 |
|
2 |
Microsoft |
44,868 |
53.4 |
0:40:12 |
|
3 |
Yahoo! |
39,474 |
46.9 |
0:50:23 |
|
4 |
|
14,368 |
17.1 |
0:08:28 |
|
5 |
eBay |
13,210 |
15.7 |
0:50:45 |
|
6 |
United States Government |
9,935 |
11.8 |
0:11:27 |
|
7 |
Amazon |
9,797 |
11.7 |
0:09:48 |
|
8 |
Terra Lycos |
8,941 |
10.6 |
0:11:19 |
|
9 |
Sharman Networks |
8,644 |
10.3 |
0:53:08 |
|
10 |
About-Primedia |
8,421 |
10.0 |
0:09:40 |
|
11 |
RealNetworks |
8,073 |
9.6 |
0:11:28 |
|
12 |
USA Interactive |
6,073 |
7.2 |
0:16:00 |
|
13 |
Viacom International |
6,052 |
7.2 |
0:13:21 |
|
14 |
Walt Disney Internet Group |
5,781 |
6.9 |
0:11:00 |
|
15 |
EarthLink |
4,991 |
5.9 |
0:49:25 |
|
16 |
Landmark Communications |
4,796 |
5.7 |
0:07:26 |
|
17 |
United Online |
4,767 |
5.7 |
1:03:42 |
|
18 |
AT&T |
4,727 |
5.6 |
0:16:25 |
|
19 |
eUniverse |
4,629 |
5.5 |
0:08:29 |
|
20 |
The Gator Corporation |
4,567 |
5.4 |
0:01:56 |
|
21 |
Excite Network |
4,401 |
5.2 |
0:27:32 |
|
22 |
InfoSpace Network |
4,129 |
4.9 |
0:08:31 |
|
23 |
Apple Computer |
4,117 |
4.9 |
0:04:23 |
|
24 |
CNET Networks |
4,087 |
4.9 |
0:08:01 |
|
25 |
Electronic Arts |
4,041 |
4.8 |
1:31:00 |
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Source: Nielsen//NetRatings |
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Top 25 brands |
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# |
Parent |
Unique Audience (000) |
Reach % |
Time spent per person (hh:mm:ss) |
|
1 |
AOL |
41,258 |
49.1 |
2:30:32 |
|
2 |
Yahoo! |
39,462 |
46.9 |
0:50:23 |
|
3 |
MSN |
37,173 |
44.2 |
0:39:03 |
|
4 |
Microsoft |
30,879 |
36.7 |
0:11:23 |
|
5 |
|
14,368 |
17.1 |
0:08:28 |
|
6 |
eBay |
12,801 |
15.2 |
0:50:02 |
|
7 |
Amazon |
9,507 |
11.3 |
0:09:03 |
|
8 |
KaZaA |
8,644 |
10.3 |
0:53:08 |
|
9 |
Lycos Networks |
8,217 |
9.8 |
0:12:01 |
|
10 |
Real |
8,038 |
9.6 |
0:11:29 |
|
11 |
Netscape |
6,303 |
7.5 |
0:12:08 |
|
12 |
About Network |
5,441 |
6.5 |
0:08:26 |
|
13 |
AT&T |
4,727 |
5.6 |
0:16:25 |
|
14 |
eUniverse |
4,629 |
5.5 |
0:08:29 |
|
15 |
EarthLink |
4,607 |
5.5 |
0:52:38 |
|
16 |
Gator Network |
4,567 |
5.4 |
0:01:56 |
|
17 |
Weather Channel |
4,422 |
5.3 |
0:07:20 |
|
18 |
CNN |
4,223 |
5.0 |
0:08:38 |
|
19 |
Apple |
4,117 |
4.9 |
0:04:23 |
|
20 |
EA Online |
4,041 |
4.8 |
1:31:00 |
|
21 |
WhenU.com |
3,873 |
4.6 |
0:06:13 |
|
22 |
MapQuest |
3,538 |
4.2 |
0:08:01 |
|
23 |
Classmates.com |
3,440 |
4.1 |
0:06:16 |
|
24 |
CallWave |
3,307 |
3.9 |
0:05:04 |
|
25 |
McAfee |
3,147 |
3.7 |
0:07:52 |
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Source: Nielsen//NetRating |
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Top 25 advertisers |
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# |
Company |
Impressions |
|
1 |
Amazon.com, Inc. |
849,580 |
|
2 |
The Estee Lauder Companies Inc |
845,588 |
|
3 |
PepsiCo, Inc. |
662,525 |
|
4 |
Classmates Online, Inc. |
650,251 |
|
5 |
SBC Communications, Inc. |
615,796 |
|
6 |
Columbia House Company |
576,364 |
|
7 |
NetFlix.com, Inc. |
545,700 |
|
8 |
General Electric Company |
494,539 |
|
9 |
USA Interactive |
477,308 |
|
10 |
CoolSavings, Inc. |
448,120 |
|
11 |
Polaris Health, L.L.C. |
446,163 |
|
12 |
Barnes & Noble, Inc. |
422,399 |
|
13 |
College Loan Corporation |
354,292 |
|
14 |
Ameritrade Holding Corporation |
336,536 |
|
15 |
AT&T Wireless Services, Inc. |
324,520 |
|
16 |
The Charles Schwab Corporation |
307,243 |
|
17 |
Scottrade, Inc. |
307,058 |
|
18 |
Sabre Inc. |
283,327 |
|
19 |
X10 Wireless Technology, Inc. |
281,437 |
|
20 |
Bank One Corporation |
253,984 |
|
21 |
eDiets.com, Inc. |
242,810 |
|
22 |
Hewlett Packard Company |
240,123 |
|
23 |
Netstock Corporation |
227,055 |
|
24 |
Dell Computer Corporation |
218,719 |
|
25 |
TD Bank Financial Group |
210,228 |
|
Source: Nielsen//NetRatings AdRelevance |
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Top 25 advertising sites |
||
| # |
Company |
Impressions |
|
1 |
Yahoo! |
5,962,579 |
|
2 |
MSN |
3,028,577 |
|
3 |
AOL.com |
2,070,395 |
|
4 |
iWon |
712,375 |
|
5 |
Netscape |
471,566 |
|
6 |
eBay |
417,370 |
|
7 |
CBS MarketWatch |
370,379 |
|
8 |
MSNBC |
318,038 |
|
9 |
CompuServe |
253,172 |
|
10 |
ESPN.com |
252,959 |
|
11 |
Excite |
242,425 |
|
12 |
The Weather Channel |
235,741 |
|
13 |
CNN |
206,328 |
|
14 |
Prodigy |
182,054 |
|
15 |
Classmates |
174,477 |
|
16 |
AT&T Worldnet |
149,024 |
|
17 |
The New York Times |
131,151 |
|
18 |
CBS SportsLine |
129,753 |
|
19 |
MapQuest.com |
124,396 |
|
20 |
NetZero |
116,670 |
|
21 |
Home & Garden Television |
106,735 |
|
22 |
Monster.com |
104,692 |
|
23 |
Lycos |
101,687 |
|
24 |
Real |
101,170 |
|
25 |
Webshots |
100,463 |
|
Source: Nielsen//NetRatings AdRelevance |
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Average use |
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|
Values |
Current Week |
Last Week |
% Change |
|
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Number of Sessions/Visits per Week |
9 |
9 |
0.00 |
|
|
Number of Domains Visited per Week |
19 |
19 |
0.00 |
|
|
Time Spent per Week |
7:56:27 |
7:44:32 |
2.56 |
|
|
Time Spent During Web Visit |
0:50:36 |
0:50:17 |
0.63 |
|
|
Active Digital Media Universe |
95,859,792 |
94,264,196 |
1.69 |
|
|
Current Digital Media Universe Estimate |
172,061,606 |
172,061,672 |
0.00 |
|
|
Number of Sessions/Visits per Week |
9 |
9 |
0.00 |
|
|
Number of Domains Visited per Week |
19 |
19 |
0.00 |
|
Source: Nielsen//NetRatings |
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February 4, 2003© 2003 Media Life
-Toni Fitzgerald is a staff writer for Media Life.
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