Who’s Searching for Jobs Online?
Young,
educated, African-American job seekers. That’s what research firm
Scarborough Research finds in the U.S. market. It says that online job
searchers are 62% more likely than the total adult population to be aged
18-34; 23% more likely to have at least some college education; and 47%
more likely to be African-American.
Scarborough also finds that San Francisco and Norfolk, VA are the leading
markets for online job searchers and 16% of consumers in these markets
searched online for employment during the past month, versus the national
average of 12%.
People
already employed full-time or part-time are more likely to conduct online
job searches than those who are not employed. While the majority of
employed searchers are white collar (68%), about one-third (32%, or almost
seven million) are blue collar. They tend to come from mid- to
upper-income households. Even though they are already well-educated, they
have a thirst for more knowledge or career advancement.
They are
nearly two and a half times more likely than adults overall to plan to go
back to school during the next year, and 63% more likely to have engaged
in an adult continuing education program during the past year.
Online
job searchers are more likely than other Internet audiences to be avid
downloaders of digital content, such as music, television programs, video
games and podcasts. In fact, they are heavy Internet users overall, going
online to do everything from paying bills and making travel reservations
to email and weather.
From a
lifestyle perspective, these searchers are more active and athletic than
the average person and considerably more likely to engage in activities
such as basketball, jogging, tennis, and yoga.
They are
also more likely to enjoy a wide variety of social events, including
attending rock and R&B/Hip-Hop concerts, visiting art museums, and going
to the zoo.
Scarborough Research measures the lifestyle and shopping patterns, media
behaviors, and demographics of American consumers. Surveying more than
220,000 adults annually, it’s a joint venture between Arbitron Inc. and
The Nielsen Company.
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