Marketing a business in New York

Who lives in New York

New York has 13 metropolitan statistical areas centered inside it; the largest is New York-Newark-Jersey City, NY-NJ with 19.8 million residents. Each has its own page below.

Households here bring in a median of $85,974, 6 percent above the national figure. The typical owner-occupied home is valued at $423,800, 27 percent above the national figure. Both figures matter for pricing and for which offers land.

The civilian labor force numbers 10,171,766 people with unemployment at 6.4%, 1 points above the US share. Education: 40.2% with a bachelor's or higher, 4 points above the US share. Owner-occupied housing 54.3%, 11 points below the US share, which is the figure home-service advertisers should watch. The median age is 39.8, 0.9 years above the national median, so this is a older market than the country as a whole.

One more comparison, this time with New York-Newark-Jersey City, NY-NJ: median income 13 percent lower than the New York metro figure, median home value 31 percent lower than the New York metro figure, business density 4 percent thinner than the New York metro figure.

Competition, counted

There are 541,313 employer businesses in New York. Per 1,000 people that is 27.3, 9 percent above the national figure. The busiest category listed below is restaurants (44,870 establishments). The home-services slice is 24,005 establishments, 4.4% of the base, about the same as the US share.

Index: local share of all establishments divided by the US share; above 1 means the trade is more common here than nationally.

More common here than nationally: grocery stores, real estate lessors, personal care services and beauty salons. Grocery stores stand out with 12,584 locations, 1.9 times what the national mix would predict. The thin end of the table is roofing contractors, general freight trucking, concrete contractors and self-storage operators. Roofing contractors are the thinnest at 838, about half of the national share. Plumbing and HVAC contractors, electrical contractors and landscaping services sit near their national proportions.

Per 100,000 residents: restaurants 226, followed by real estate lessors and personal care services. The most numerous of the listed trades: restaurants with 44,870 establishments, then real estate lessors (15,695) and personal care services (15,230). Across the groups, consumer services (restaurants, salons, child care, grocery) run 1.3 times the US share and automotive businesses about the same as.

Where the openings are

With grocery stores, real estate lessors and personal care services over-indexed, the cost of a click rises and so does the value of everything that happens after it: a page that loads fast, a number that is answered, a review profile that settles the comparison. For roofing contractors, general freight trucking and concrete contractors the picture is the opposite. Fewer competing profiles means a complete listing, a fast site and a modest search budget can take a disproportionate share of the searches that exist. An older-than-average market (median age 0.9 years above the national median) responds to search results, review counts and a phone number that is answered; it is less swayed by feed advertising. At 54.3% owner-occupied, more residents rent than in the typical US market. Consumer home-services demand is thinner per household, and property managers become a worthwhile audience.