Hitwise Intelligence - North America

“The Forgotten Man” Drives Online Art Frenzy

2012-02-10T18:30:46Z

Art doesn’t often create a stir online, but artist Jon McNaughton’s controversial piece “The Forgotten Man” has done just that. The Rachel Maddow Show used the painting, which depicts President Obama standing on the United States’ Constitution, for a caption contest on the program’s blog. This contest reignited interest in “The Forgotten Man” specifically and McNaughton’s work in general, and caused a spike in visits to McNaughton’s site.

Though this particular story pushed up sales of the work and caused the artist’s site to crash due to heavy traffic, it’s not a new phenomenon for Mr. McNaughton. Depending on writers’ political leanings, McNaughton is cast as the fine artist of Tea Party or a purveyor of the Tea Party agitprop. Regardless of political persuasions, it’s clear that people have very strong views about Mr. McNaughton’s work and the impact of this can be seen online.

In fact, the peak the artist’s piece “One Nation under God” (week of 11/14/09) provoked a market share of visit 5X larger than the share the current controversy (week of 2/4/12) has created. “The Forgotten Man” was originally released in 2010 and created a stir at that time.

As interest in McNaughton’s work has escalated again in recent weeks, the source of the site’s traffic has evolved. Initially, much of the site’s traffic came from YouTube, where a video of the artist discussing his work has garnered more than 3.5 million views. The site is now receiving more of its traffic from Facebook, Google and a variety of news sources.

As the 2012 election season progresses, we can expect more “hot button” stories to emerge and capture the public’s attention. These moments in news stories starkly illustrate that sharing opinions with our social networks creates a ripple effect, regardless of which way we’re facing.

Please visit our Political Data center for more stats.

Jason Wu Collection Drives Visitors to Target.com

2012-02-08T21:39:02Z

Following mysterious tweets from @TargetStyle in early October, Target announced a partnership with fashion designer Jason Wu who became well-known after designing the 2009 Inaugural Ball gown for First Lady Michelle Obama. The official look book for was released online on January 10th in anticipation of the in-store and online launch which took place on Sunday, February 5th. Weekly searches for variations of “Jason Wu” shows consumers seeking out information related to the designer corresponding with these key dates.

Daily search data for February 5th shows that four of the five top searches around the term “Jason Wu” also included mentions of “Target”. An analysis of the individual keywords used in searches for “Jason Wu” on the day of the product launch indicates that “cat”, “poplin” “scarf” and “dress” were the top items that consumers were looking for related to the product line.

Total visits to Target.com were up 8% on February 5th when compared with the previous day, but down 77% when compared with Thanksgiving, which was the most highly trafficked date for Target in the past 6 months. However, total visits to Target were up 22% on the day the Jason Wu product launched when compared with September 13, 2011 - the date the Missoni line launched and the site had trouble keeping up with online consumer demand.However, average visit time to the site was slightly higher on the date of the Missoni launch when compared with the date of the Jason Wu launch (7:51 minutes versus 6:31 minutes).

Thanks to Lauren Rice, Analyst with the Strategic Services team for today's analysis who wishes she lived closer to a Target.

Boston Fans are “Super” Engaged Online Compared to New York

2012-02-03T23:04:02Z

As with the rising popularity of the Super Bowl and the NFL, visits to the NFL Sites custom category* have increased regularly over the course of the previous 3 seasons, each with a seasonal peak in December. Between 2009 and 2010 share of visits to NFL Sites increased 71% while between 2010 and 2011 visits increased 12%.

Yahoo! Sports NFL and FoxSports NFL were the biggest contributors to the category’s growth between December 2009 and December 2011. During this time, share of visits to the sites increased by 154% and 159%, respectively, against all categories.

By looking at the breakout of visitors to the NFL Sites category by DMA indexed against the online population, we can immediately see that 6 out of the top 10 DMAs to the category, when ranked by representation, were from Wisconsin during the previous 4 weeks when the Green Bay Packers were still in the playoffs. This indicates that these markets, presumably Packers fans, were much more likely to visit NFL Sites during the previous 4 weeks.

Filtering to show the DMAs for the Super Bowl-bound New York Giants (New York, NY) and New England Patriots (Boston et al, MA-NH), we can see that the New York DMA sent roughly twice the amount of visitors as the Boston DMA to the NFL Sites category during the previous 4 weeks. Despite this, visitors from the New York, NY DMA were 15% less likely to visit NFL Sites versus the online population whereas visitors from Boston were 30% more likely. When it comes to the NFL, Boston fans are a more engaged audience online.

Charting this index over the course of the 2011 season along with the wins and losses of the Giants and Patriots reveals that there is a correlation between the performance of the teams and their respective market’s level of engagement to NFL Sites. It will be interesting to see how these numbers change after the Super Bowl and if the losing team’s market will ‘bury their head in the sand’ following the game.

Thanks to Andrew Lopanik, Junior Analyst with the Strategic Services team for today's analysis.

*The NFL Sites custom category contains: Yahoo! Sports NFL, Foxsports NFL, NFL.com, ESPN NFL, SportingNews NFL, CBSSports NFL, Sports Illustrated NFL, and ProFootballTalk.

Super Bowl Game Time, Recipes, and Celebrity Bets Searches Rise as Giants-Pats Showdown Approaches

2012-02-03T16:11:04Z

The Super Bowl 46 showdown between the New York Giants and the New England Patriots is less than a week away and consumers are going online to seek out game day details, catch up on Super Bowl-related current events, plan parties and find merchandise.

An analysis of the top 25 search terms containing “Superbowl” or “Super bowl” in the week ending January 28, 2012 reveals five variations around the date and time of the game, four variations of party planning and recipes (in fact, “Super bowl party games” was the top paid term on the list), along with two searches on “tickets”. Celebrity multi-million dollar bets also made the list of top 15 search terms for the game, specifically “Lil Wayne 5 million Super Bowl bet” and “Birdman Superbowl bet”. These searches refer to a tweet by hip-hop artist Birdman (whose rap mentor is Lil Wayne) wherein he announced his intentions to bet $5 million dollars on a New England Patriots win.

Among the search terms with the highest year-over-year growth for the week before the Super Bowl, two variations included adding 2012 for the most recent information. Searches around super bowl food ideas, squares (for the office & party Super Bowl pools) and ads also increased significantly from the same week last year.

Online consumers are also searching for championship jerseys for both teams and quarterbacks. Search term variations for “Patriots jersey” increased more than 5 times week over week while corresponding search variations for “Giants Jersey” were up only 260% during the same time period. In a showdown between quarterbacks, search variations for “Tom Brady jersey” increased 33% as compared with the previous week while the variations on “Eli Manning jersey” were flat.

Thanks to Lauren Rice, Analyst with the Strategic Services team for today's analysis.

10 Key Statistics about Facebook

2012-02-02T19:09:25Z

As Facebook Inc. filed for its initial-public-offering yesterday afternoon, now is the perfect time to examine the website’s performance online and how its audience compares with that of other social networks. Given the expected $75 billion to $100 billion initial valuation, we’re all already aware of the magnitude of the business – below we reveal how much of a behemoth the website itself is in the US and other markets.

1. Facebook.com captures one in every eleven Internet visits in the US.

2. 1 in every 5 page views occurs on Facebook.com.

3. The average visit time on Facebook.com is 20 minutes.

4. Facebook.com’s audience skews slightly more female than the online population as a whole.

5. The ages of Facebook.com visitors are indicative of the website’s strength in the marketplace, with relative parity in distribution of its visit share by age vs. the online population.

6. Facebook.com under-indexes in visit share from the most affluent income group. With that said, Facebook’s size more than makes up the difference; the site wins 499,949,430 visits from the most affluent income group versus YouTube’s 223,732,591 visits and Twitter’s 15,166,795 visits.

7. Facebook.com became the #1 ranked website in the US on March 9, 2010.

8. “Facebook” is the most searched term in the US and Facebook-related terms account for 14% of the top search clicks.

9. Facebook.com users are highly loyal to the website; 96% of visitors to Facebook.com were returning visitors in January 2012.

10. Internationally, Facebook.com ranks in the top two websites in every market except China, where Sina Weibo, Baidu Zhidao and Renren are the dominant social networks.Facebook.com’s largest footprint is in Canada, capturing almost 12% of all visits in that market. It also recently surpassed Orkut, placing it behind only Google Brazil in market share.

Facebook.com is the largest website in the US and a top performer in numerous international markets. The fan base of the site is loyal and spends a significant portion of their time online on the social network. Facebook’s influence is seen in the presidential elections, digital shopping habits and beyond.

Thanks to Margot Bonner, Analyst on the Strategic Services team for today's analysis.

Please visit our Hitwise UK blog for additional Facebook data.

Romney leading in Florida per online visits

2012-01-31T14:02:40Z

As we head into the Florida primary on January 31st, we analyzed a category of the four remaining Republican presidential candidates to see who was receiving the most visits from the state of Florida. Experian Hitwise data shows that the Mitt Romney site received the majority of visits from Florida for the four weeks ending January 28, 2012. This is in contrast to the US overall, as Newt Gingrich’s site received the most visits last week.

This is the third straight week that the Romney site has received the most visits from users in Florida compared to the other candidates. However, online visits don’t necessarily translate to offline votes as people in Florida may be more interested in learning what they can about Romney versus the other candidates. The search variations on Mitt Romney searches this past week centered on his tax returns and overall net worth. Prior to this week the many of the searches were focused on his background, his family and his net worth.

Looking at the segmented visits from users in Florida to the Politics category, the top visited websites were FOX News - Politics, followed by NBC Politics and MSNBC First Read.

Please visit our Political Data center for more stats.

Super PACs: Colbert Drives Interest in Political Process

2012-01-30T16:12:49Z

The positive impact of “The Colbert Bump” has been bestowed upon the political process this election cycle. In launching “Americans for a Better Tomorrow, Tomorrow" (May/June 2011), the 501(c)(4) organization “The Colbert Super PAC S.H.H.”(September 2011) and his exploratory committee to become “The President of the United States of South Carolina” (January 2012), Stephen Colbert has created an outstanding growth in online interest in PACs. Search traffic for variations of “Super PAC” directly correlates with major milestones in Mr. Colbert’s efforts.

In fact, “The Colbert Show” has impacted the lexicon web-users use to search for information about political action committees; people have shifted from searching for “PAC” to searching for “Super PAC” during the course of Colbert’s campaign. Moreover, people are increasingly seeking additional information about these organizations, as demonstrated in terms such as “what is a super PAC?” and “are {sic} super PAC dangerous?”

It remains to be seen whether these searches demonstrate a direct interest in political action committees or merely a desire to be “in on the joke.” Yet as people turn to sites like Wikipedia for PAC information, digital data indicates that The Colbert Report’s efforts to shine a light on the political process have been successful.

Of course, the genius of this piece in Colbert’s repertoire is that it doesn’t merely incite public curiosity in the US political system – it also drives interest in “The Colbert Report.” Traffic from searches for variations of “Colbert” has risen along with the major moments of his political shenanigans this year.

Though Colbert’s political follies have caused an uptick in search clicks, year-over-year it’s the terms “Stephen Colbert” and “Colbert Report” which have achieved the greatest growth.

Mr. Colbert’s dreams of becoming “The President of the United States of South Carolina” may have been dashed, but this election season promises to be a digital boon for the one-time presidential hopeful.

Thanks to Margot Bonner, Analyst with the Strategic Services group for today's analysis.

Mitt Romney Winning the Facebook Race

2012-01-24T19:56:06Z

Despite the results of the Iowa caucus and South Carolina primary, if you look at Facebook, Mitt Romney is ahead by a huge margin. Total visits to the Facebook pages of the presidential candidates highlights the growth to Mitt Romney’s Facebook page over the past few weeks, visits have jumped 248% last week as compared to the week ending Dec, 24, 2011. In comparison, the volume of total visits to Mitt Romney’s Facebook page was 1.7x that of Ron Paul’s page and 2.5x the total visits of Barack Obama’s page.

The visitors to the Facebook page for Mitt Romney during the last 4 weeks tend to be over 35 years old and somewhat less affluent with an annual household income under $100,000.

The top 4 states ranked by share of visits accounted for 35% of all visits over the last 4 weeks. Ohio and Utah were the states with the highest share of visits and aligns with the top DMAs for the Romney Facebook page – Cleveland, Ohio and Salt Lake City, Utah. Florida, an important state with an upcoming primary, ranked fourth with just over 5% of all.

While these measures alone are not enough to secure the nomination, this is a positive sign for the Romney campaign that social efforts are gaining attention and building an audience on Facebook.

For the latest data on the 2012 Elections, please visit our Politics Data Center.

SOPA and PIPA: 10 Key Stats to Consider

2012-01-18T22:30:35Z

According to Politico, approximately 7,000 sites are taking part in today’s protest against the House of Representatives' Stop Online Piracy Act (SOPA) and the Senate's Protect Intellectual Property Act (PIPA). Sites including Wikipedia and Craigslist have “gone black” in protest and to raise awareness of these acts. Rather than a traditional “Google Doodle” for the Google logo, Google covered its logo in black and clicking on the image redirects users to a page where they can learn about SOPA and PIPA, and choose to contact Congress or disseminate information through social networks.

Ten statistics worth noting:

1. Wikipedia is the 15th largest website in the US, capturing 14 million visits a day.

2. There are some jokes about “kids today” using Wikipedia for research rather than physical books. With that in mind, it may surprise people to know that the 18-24 age group actually under-indexes for visits to Wikipedia. The site’s traffic share by income group aligns with the distribution of online population.

3. Craigslist’s parent site captures 4 million visits a day. All told, Craigslist properties combined capture 47 million visits a day – meaning almost 50 million visits will be impacted by Craigslist going dark, although there is a link on the page to continue to the normal website.

4. In fact, the search term “Craigslist” produces the third most traffic in the US.

5. Wikipedia is a top recipient of searches for presidential candidates’ names.

6. The audience for Change.org, a site which encourages social enterprise site which allows users to create petitions, skews towards the least and one of the most affluent income groups.

7. Entertainment and Media categories are some of the top recipients of Wikipedia traffic; the Federal Government category comes in 12th.

8. Wikipedia ranks as the 4th largest recipient of Search traffic.

9. Reddit, a news aggregator which has gone dark today, drives much of its traffic to Entertainment and Media categories, impacting websites that rely on Reddit's referrals.

10. Searches for variations of SOPA and PIPA were (day of 1/16/12) driving about half as much search traffic as searches for variations of “Kim Kardashian”. To put that into perspective, searches for Ms. Kardashian drive 6 times more traffic than searches for President Obama.

The impact of today’s protests on web behaviors promises to be considerable. We will follow-up with information about today’s traffic to petitions and government sites, along with search trends.

Thanks to Margot Bonner, Analyst with the Strategic Services group for today's analysis.

Post Holiday Traffic Boom

2011-12-29T17:02:44Z

After a strong start over the Thanksgiving weekend, the traffic to the top 500 retail websites continue to increase every week throughout the 2011 holiday season as compared to last year.

The highest increases year-over-year for daily traffic took place on the day after Christmas where traffic was up 31% over last year and Cyber Monday where traffic was up 29%. Total visits reached the highest level of the holiday season on Cyber Monday this year, displacing Black Friday.

One driver of post Christmas traffic is always shoppers seeking out after Christmas sales & discounts, especially among those that received gift cards. If search behavior is any indicator, there were plenty of gift card buyers out there and along with recipients looking for ways to spend them. Early predictions from the NRF’s 2011 Holiday Consumer Intentions and Actions survey, expected holiday shoppers to spend an average of $155.43 on gift cards, the highest amount since 2007 and up from $145.61 last year. Search queries that included variations of ‘gift card’ started to increase the week before Thanksgiving and continued to grow each week. Last week, the share of search clicks that included ‘gift card’ increased 32% over the same week last year.

Last week the top search query to include ‘gift card’ was ‘kindle gift card’, most likely a companion gift to the many Kindles given as gifts this holiday season. Versatile, broad usage gift cards like the American Express gift card and Visa gift card were also among the top variations along with iTunes, another holiday favorite. Shoppers may have also been using their gift cards to purchase holiday gifts with two appearances of ‘balance’ in the top 10 variations.

Pinteresting Trend in Social Media

2011-12-22T15:42:33Z

The social media space continues to evolve. Pinterest, a site launched in March 2010 that describes itself as an online pinboard to organize and share things you love, recently emerged as one of the top 10 websites within the Hitwise Social Networking & Forums category. The invitation only site received nearly 11 million total visits during the week ending December 17, 2011, almost 40 times the number of total visits versus just six months ago (week ending June 18, 2011).

Pinterest content has something for everyone, but the site is dominated by images featuring home décor, crafts, fashion, and food. Not surprisingly, visitors to the site in the 12 rolling weeks ending December 17th skewed female (58%) and between the ages of 25 and 44 (59%). Pinterest and the Social Networking & Forums category both receive their highest share of visits from California and Texas. However, the Social Networking category as a whole over-indexes on share of visits from Northeastern states while Pinterest over-indexes on visits from the states in the Northwest and Southeast. This data indicates that Pinterest visitors have a different profile versus their counterparts visiting other social networking sites such as Facebook and YouTube.

In fact, nine of the top ten over-indexed states for Pinterest visitors also over-index for the Hobbies and Crafts category (versus the online population) which is expected given the abundance of crafts content on the website. When comparing the Mosaic USA 2011 types that visit both Pinterest.com and Hobbies and Crafts websites during the 12 weeks ending December 17, 2011, the data shows that Boomers and Boomerangs are the group most likely to visit, particularly the Pinterest website (comprising over 10% of visits). This group of consumers is characterized as baby boomers and young adults who are heavy web users who spend time on house and garden, sports and fitness, and family-oriented websites. This information is useful to companies who wish to target their content to be “pinned” by Pinterest users.

Thanks to Lauren Rice, an Analyst with the Strategic Services team at Experian Hitwise for today's analysis.

Napster’s Final Days Drive Visits to the Website

2011-12-16T20:47:07Z

Napster, the free peer-to-peer file sharing service which launched in 1999 and largely created the peer-to-peer music file sharing craze of the last decade, was recently acquired by online music subscription service Rhapsody. The acquisition was announced in early October and became official on November 30th, 2011.

The result of the acquisition is the end of Napster. Weekly market share data shows that Napster, when compared with the Music (Shopping & Classifieds) category, received a 66% smaller market share of traffic during the same week last year and the site consistently received a smaller share of traffic throughout the year as compared with the Music category. However, the data from the week ending December 10, 2011 shows that visits to Napster nearly tripled from the previous week and slightly surpassed market share for the Music category. Whether driven by nostalgia or curiosity, Hitwise data seems to show that Rhapsody is seeing a short term boost in traffic from a new-to-Rhapsody demographic as a result of the integration. Data from the 12 rolling weeks ending December 10, 2011 shows that visitors to Rhapsody skew younger (18-34) and less affluent (60% of visits from household incomes less than $60k) as compared with visitors to Napster. These data insights show that the Napster acquisition was well-publicized and brought about renewed interest in the brand among older, more affluent online users; an attractive customer for the Rhapsody service.

With the week ending November 19th, 2011 “Napster” emerged as a popular search term driving traffic to Rhapsody.com, and peaked the week ending December 3rd which coincided with the official website merger. The most recent week of data (12/10/2011) shows that Rhapsody paid for 92% of the “Napster” search term traffic.

Online users who visit the Napster.com homepage are currently informed about the merger and are shown a link for a free 14 day trial of Rhapsody. Daily data shows that traffic from Napster.com to Rhapsody.com nearly tripled on November 30th, the day the merger took effect, as compared with the previous day. In terms of the websites visited before Rhapsody.com that are bringing new visitors to the site, Napster.com and Music.Napster.com emerged as the third and tenth most popular websites referring new visitor traffic the week ending December 10, 2011. This represents a drastic increase in new referred traffic when compared to the week ending October 8, 2011, the week the acquisition was made public.

Box Office Gross Synchs with Online Behaviors

2011-12-15T20:29:43Z

Following a strong Thanksgiving, last week’s US box office take was the second softest of any this year. Online interest in new releases is tracking with their offline performance and traffic to Fandango is closely trending with the overall box office gross. The correlation between box office performance and Fandango’s market share suggests that traffic to the movie information and ticketing site can be an early indicator of movies’ sales numbers.

*Source: BoxOfficeMojo.com

The holiday season had a strong start, with Fandango’s market share of visits up 5% for the week of Thanksgiving 2011 over the week of Thanksgiving 2010; this performance is in line with a 5% bump in total US box office sales for the top twelve grossing pictures for Thanksgiving 2011 vs. 2010. The post-Thanksgiving picture was less encouraging where both box office revenues and Fandango’s market share declined.

Though box office and online interest may have slackened, there’s potential for a rebound for additional holiday releases with films like The Girl with the Dragon Tattoo, Mission: Impossible, War Horse, The Adventures of Tintin and Sherlock Holmes gaining traction online ahead of their release dates.

Thanks to Margot Bonner, Analyst with the Strategic Services group for today's analysis.

Luxury Brand Report Studies New Online Trends

2011-12-09T19:20:42Z

Every day, Experian Hitwise clients discover new trends and opportunities from our timely, insightful online consumer behavior database. We are happy to share these insights by having clients post their findings on this blog and today present analysis on the luxury retail market from PM Digital Research.

Despite ongoing volatility in the stock market and global economies, consumers are once again paying for luxury items, even as some brands raise prices. Some 2011 forecasts indicate that global sales of luxury goods will grow 8% or more this year.

To better assess this renewed interest and activity for luxury brands, PM Digital recently released Trend Report: Luxury Brands Online. Leveraging data sourced from Experian Hitwise, as well as independent work undertaken by PM Digital Research, our latest study shows a shifting landscape as luxury e-commerce growth continues.

Below are a few highlights from the 2011 study:

- The ten largest luxury brands captured almost 90% online market share, based on total visits to 42 luxury brand sites studied for the report. These include iconic brands Louis Vuitton, Ralph Lauren, and Gucci, which attract a wide audience of aspirational Internet browsers as well as core buyers.

- Most luxury brand websites support e-commerce, and online traffic favors them. Only 19% (1 in 5) of the luxury brands studied do not have online stores; they get just 2% of total visits.

- Search engines dominate as a source of traffic to luxury brand sites, accounting for one-third of all referrals. The second largest source of traffic comes from shopping sites (e.g. department store sites). There is very little cross-visiting from other luxury brands (just 2%) indicating a critical loyalty at the individual brand level.

- Luxury brands saw a larger share of visits from search (31%) than Apparel & Accessories sites in general (27%), but with a smaller paid search ratio. Organic traffic dominates, and some luxury brands still have no paid search strategies. Hermès and Ralph Lauren are notable exceptions (both are 55% paid).

- Shoes, handbags and accessories are driving more search clicks for luxury brands than apparel. Shirts are the top clothing keyword (driven by Ralph Lauren’s many clicks from polo shirts), followed by dresses.

- Social media accounts for nearly 10% of traffic to the luxury category. Facebook is the most significant player, with its share ranging from 4% to 10%. Facebook “like” counts for luxury brands have seen tremendous growth over the past year, with most brands more than doubling. Dior “likes” grew over 1,000%.

Overall, the study finds that successful luxury brands are striving to provide consumers with a consistent brand image across channels. Supported by engaging content, video and events, luxury brands can capture a real-time experience, unlike that of offline media, and drive sales demand within a consumer’s shopping event.

To download a complete copy of the 2011 Trend Report for Luxury Brands Online, click here.

Job Search Websites Visits Eclipse Unemployment Websites

2011-12-07T19:04:28Z

The U.S. Bureau of Labor Statistics recently reported that the US Unemployment rate just has dropped to 8.6%, the lowest rate since March 2009. Similarly, the market share of visits to state and informational websites about unemployment decreased 18% year over year while visits to job search websites are up 9% during the same time period. Some of the waning visits to unemployment websites may be attributed to the jobless where unemployment benefits have expired and the uptick in visits to job search websites highlights that there are plenty of job seekers out there.

In comparing the search terms driving traffic to unemployment websites year over year, the term “unemployment benefits” experienced a 25% increase in search clicks. Online users are still heavily searching for unemployment benefits by state, in particular Ohio and New York. Georgia and Florida also appeared in the top searches related to unemployment, two states with rates above the national unemployment rate.

When comparing the visitors of employment websites with unemployment websites, “Hope for Tomorrow” was the Mosaic 2011 Type that over-indexed against the online population for visiting the websites of unemployment websites as well as employment listings. Using Experian Mosaic Lifestyle segmentation, a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into unique segments, we can understand a more robust view of online consumers who are visiting these websites, including their preferences and habits. For example, the “Hope for Tomorrow” Mosaic Type is characterized as young, single parents living modest lifestyles in smaller cities. Likewise, “Meager Metro Means” and “Rolling the Dice” are also most likely to be visiting both employment and unemployment websites; both groups are described as lower educated urban dwellers with low incomes.

Thanks to Lauren Rice, an Analyst with the Strategic Services team at Experian Hitwise for today's analysis.