Last year, $2.9 billion in marketing was spent online to reach Boston area consumers, according to projections based on the 2021 IAB Internal Advertising Report. This is 35% more than was spent during the prior year.
There is a correlation between the massive amount of money being spent to reach Boston consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.
According to Nielsen, 55.1% of Boston adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015. In all, 85% of consumers say they connect at least once daily.
To successfully market and advertise a Boston business on the internet requires a full-scale understanding of precisely what online marketing is. Spoiler alert, having a website or having a social media site is not enough.