Phone: 630-495-2282 Fax: 630-495-2260 Map/Directions
 

Special-interest sites best advertising bet to reach online buyers: study

November 18, 2010

Online advertisers are more likely to effectively reach new-vehicle buyers at special-interest sites than most automotive shopping sites, according to a J.D. Power and Associates study released July 31. 

The inaugural Online Media Study takes an in-depth look at the Internet use and behavior of new-vehicle buyers to identify Web sites that most effectively target desirable advertising audiences in terms of reach, scope and cost.

 

"In terms of Internet advertising, once consumers visit an automotive shopping site, they’ve already narrowed their vehicle consideration set, which means online advertisers are missing an ideal branding opportunity," said Steve Witten of J.D. Power and Associates.  

"By focusing on new-vehicle buyer behavior on the Internet before they begin actively shopping for their next new vehicle, automotive marketers can identify the Web sites with the highest probability of reaching prospective buyers more effectively than ever before."

 

While most Internet users visit the most popular sites such as Google and Yahoo!, the study finds new-vehicle buyers follow their interests and lifestyles at sites such as WebMD and Home Depot five times more often than general Internet users.  

Given their affluence, these buyers also use financial sites such as Yahoo! Finance and MSN Money six times more often than general Internet users.

 

They also are four to five times more likely to use travel sites such as Expedia.com or Travelocity than general Internet users. 

"While new-vehicle buyers are a niche of only 6 percent of adults in any one year, they are a highly desirable group of consumers for advertisers, and they behave very differently online than general Internet audiences," said Witten.

 

"This is a significant opportunity for marketers, especially when they can analyze down to the vehicle segments from which these buyers cross-shop. Marketing is often the most inefficient part of any business in terms of spending.

 

By understanding where certain consumers spend their time online rather than relying solely on general Internet visitation numbers, marketers are able to reach key audiences, often at fees that provide more bang for the buck." 

The study finds that visitors to particular Web sites can vary greatly by the type of vehicles they are likely to purchase. For example: 

  • Large pickup buyers have above-average visitation rates to NASCAR.com and many home improvement sites.
  • Midsize pickup buyers are much more likely than others to visit sports-related sites.
  • Female prospects for minivans and large SUVs frequent Disney Online and game sites.
  • Those interested in sports cars not only visit auto enthusiast sites, but also are frequent visitors to several travel-related Web sites.
  • Luxury buyers are more than twice as likely as non-luxury buyers to visit Apple’s iTunes music store, due in part to high ownership levels of MP3 players in this segment.

 

Percentage of Web site visitors among general Internet users and verified new-vehicle buyers

 

Mass Market/Portal Sites

General Internet Users1

Verified New-Vehicle Buyers

Index (New-Vehicle Buyer vs. General)

Google

75%

82%

109

Yahoo!

69%

72%

104

Specialty Sites

 

 

 

Expedia.com

9%

40%

444

Travelocity

7%

35%

5002

WebMD

5%

27%

540

The Home Depot

5%

26%

520

Yahoo! Finance

3%

20%

667

MSN Money

3%

19%

633

Automotive Sites

 

 

 

Kelley Blue Book

4%

19%

475

Edmunds

3%

12%

400

1 General Internet user data provided by Compete, Inc.

2 Verified new-vehicle buyers are five times more likely to visit a site like Travelocity than general Internet users.

 

Back