R. L. Polk and Jupiter Media Metrix have launched an automotive internet intelligence report – the first of its kind – which combines automotive ownership data with Internet behavior data.
The report provides online usage and demographic metrics – such as top Internet properties, unique visitors, reach, gender and age – broken out by key segments such as manufacturer, make and model.
Linking automotive data with Internet behavior data allows advertisers to identify the best websites. It is also valuable for companies seeking to identify what types of people are visiting their site, what vehicles they drive and how competing sites stack up.
“By bringing together the leaders in automotive intelligence and Internet research, the automotive Internet intelligence report reveals never-before-collected data to help the automotive industry better understand its consumers and develop more effective online marketing campaigns,” said Doug McFarland, president of the online ratings unit of Jupiter Media Metrix.
Findings from the 2001 (1st quarter) Polk-Media Metrix Automotive Internet Intelligence Report:
• Among car sites, Autobytel.com has the highest composition of visitors owning a luxury car, while Buyerconnection.com has the highest composition of visitors owning a sport utility vehicle.
• Close to half of all Honda owners (45.5 percent) visited at least one technology site. The most popular technology site among Honda owners is ZDnet, with a 21.3 percent reach.
• Overall, 24.5 percent of automobile owners visited at least one automotive site. The most popular automotive site among GM owners is Carpoint, while the most popular one for Toyota/Lexus owners is Edmunds.
About R. L. Polk & Co.
Polk has served the automotive industry for nearly 80 years and is the longest standing curator of automobile records in the United States. Founded in Detroit in 1870, Polk launched its motor vehicle statistical operations in 1922 when the first car registration reports were published. It now provides Automotive Intelligence solutions to nearly every segment of the motor vehicle industry.
Based in Southfield, Mich., Polk is a privately held global firm, currently operating in Australia, Canada, China, France, Germany, Holland, Spain, the United Kingdom and the United States.
About Jupiter Media Metrix
The company is headquartered in New York city and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI) and the Middle East.