Over 95% of Charlotte adults have access to the internet, according to Nielsen. Seventy percent of these consumers spend more than five hours a week connected.

Nielsen reports that Charlotte consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Charlotte internet users go online each month

• Social Media: 77%
• Weather: 57%
• Online Banking: 54%
• Maps/Directions: 47%
• Product Reviews: 41%
• Current Events: 35%
• Restaurant Reviews: 30%
• Sports Scores/News: 28%
• Job Search: 19%
• Real Estate: 16%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 82% of Charlotte consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Charlotte businesses will spend $587 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

Despite the pandemic, Charlotte area consumers are expected to spend $139 million on fine jewelry this year. Based on projections from IBISWorld, here's what will be purchased:

• $58 million worth of diamonds
• $20 million worth of watches
• $13 million worth of gold
• $16 million worth of pearls and gemstones
• $29 million in other goods and services

Charlotte area business owners will now have an easier time capturing a bigger share of jewelry expenditures as a monster competitive force disappears.

This week, Signet, the largest jewelry retailer in the country, announced that by December, it would be closing over 380 stores.  Signet's brands familiar to North Carolina consumers include Kay, Jared, Zales, and Piercing Pagoda.

To successfully compete for the void created by fewer Signet stores, local retailers will need to advertise, especially between now and the end of the year. This is when 63% of all fine-jewelry sales traditionally occur.

By any metric, the best way to reach local jewelry buyers is by advertising on Charlotte radio.