Over 95% of Boston adults have access to the internet, according to Nielsen. Almost 70% of these consumers spend more than five hours a week connected.
Nielsen reports that Boston consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.
Here are some of the many reasons why Boston internet users go online each month
- Social Media: 77%
- Weather: 60%
- Online Banking: 59%
- Maps/Directions: 50%
- Product Reviews: 48%
- Sports Scores/News: 43%
- Current Events: 42%
- Restaurant Reviews: 37%
- Real Estate: 19%
- Job Search: 17%
And, of course, there is shopping. Over the past three months, according to Nielsen, 77.5% of Boston consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.
To reach local consumers while they are online, Boston businesses will spend $1.7 billion for digital advertising in 2020, according to Borrell Associates. Here is how the money is being spent: