Go west, e-retailer, to find women shopping online
Who knew Pocatello was a hotbed for women shopping online?
In fact, the Idaho Falls-Pocatello metropolitan area ranks second among the 209 largest metropolitan areas in the U.S. in an index created by market research firm Experian Research Services that measures the likelihood of women in each area shopping online. The two Idaho cities scored 122 on the index, meaning women there are 22% more likely to shop at web sites than the average for the country as a whole.
Salt Lake City took the top spot at 140, and all of the top 10 metro areas are west of the Mississippi River. They include such major cities as Denver and Minneapolis-St. Paul, as well as smaller cities such as Fargo-Valley City, ND, Helena, MT, and Juneau, AK. Experian researchers say women in those cities may shop online more because there are fewer stores nearby than in the largest cities.
At the bottom of the list is Laredo, TX, at 59, meaning women are 41% less likely to shop online there than in the nation as a whole. In general, Experian researchers say, Hispanics tend to shop online less, which could account for the low index ratings of several cities with large Hispanic populations, such as Los Angeles, which scored 83. In the middle are cities like Bangor, ME, and Dayton, OH, where the online shopping index is at 100. In those cities, just over 36% of women say they shop online, which is average for the U.S., Experian says.
The data is based on surveys of about 26,000 consumers.
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