Friday, March 9, 2007
Automotive Purchase Intentions, Web Sites and Advertising
Details
According to BIGresearch's February Consumer Intentions and
Actions Survey 12.1% of consumers said they are planning on
buying a new car or truck in the next six months, which is up
over February 2006 when 11.8% said the same.
Gary Drenik, President & CEO of BIGresearch "With the
exception of 2002, consumers seem more optimistic than in
previous Februarys about buying a car (or) truck. 2002 was
a unique year when incentives and 0% financing offers help
stimulate automotive sales."
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Planning On Buying A New Car / Truck Over The Next Six Months
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(Date
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% Consumers Planning to Buy
|
|
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Feb '02
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15.9%
|
|
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Feb '03
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11.9%
|
|
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Feb '04
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11.1%
|
|
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Feb '05
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10.0%
|
|
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Feb '06
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11.8%
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Feb '07
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12.1%
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Source: BIGresearch, February 2007
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Consumer interest in Hybrids appears to be cooling as just
4.9% said they are considering buying one versus 9.2% in
February 06. However:
- 54.2% are considering a car, compared to
- 33% an SUV
- 18.8% a truck
- 14.9% a cross-over
- 9.1% a mini-van
And, a deeper drill down into the popular automotive web destinations, advertisers and ads from Nielsen:
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Top 10 Online Automotive Destinations (Week ending February 18, 2007 US, Home and Work)
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Brand or Channel
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Unique Audience (000)
|
Active Reach (%)
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eBay Motors
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5,670
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4.19
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AutoTrader.com
|
1,439
|
1.06
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Edmunds.com
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1,335
|
0.99
|
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MSN Autos
|
1,327
|
0.98
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Kelley Blue Book
|
1231
|
0.91
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Toyota
|
1,105
|
0.82
|
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Primedia Automotive Network
|
1,093
|
0.81
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AOL Auto
|
1,002
|
0.74
|
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Honda^
|
1,002
|
0.74
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AAA
|
967
|
0.71
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Source: Nielsen//NetRatings NetView
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Demographic Data for Automotive Category (Month of January 2007 US, Home and Work)
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Category
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Target
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Unique Audience (000)
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Audience Composition (%)
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|
Total
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48,104
|
100
|
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Male
|
|
27,891
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57.98
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Female
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20,213
|
42.02
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Age
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2 - 11
|
648
|
1.35
|
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12 - 17
|
2,834
|
5.89
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18 - 24
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2,360
|
4.91
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25 - 34
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6,425
|
13.36
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35 - 49
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18,337
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38.12
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45+
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24,114
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50.13
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55+
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10,987
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22.84
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65+
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3,924
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8.16
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HH Income
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$ 0 - 24999
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2,775
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5.77
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$ 25000 - 49999
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10,247
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21.3
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$ 50000 - 74999
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12,336
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25.65
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$ 75000 - 99999
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8,916
|
18.53
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$ 100000 - 149999
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8,133
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16.91
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$ 150000+
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5,006
|
10.41
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No Response
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691
|
1.44
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Source: Nielsen//NetRatings NetView
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Data on the Automotive Industry Week ending February 18, 2007 US, Home and Work
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Top 20 Advertisers
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Impressions (000)
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Share of all Impressions
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Ford Motor Company
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445,949
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27.9%
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General Motors Corporation
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320,375
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20.1%
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Nissan Motor Co., Ltd.
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172,651
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10.8%
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Mazda Motor Corporation
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168,354
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10.5%
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Toyota Motor Corporation
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140,765
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8.8%
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DaimlerChrysler Corporation
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80,140
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5.0%
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CarsDirect.com, Inc.
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61,614
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3.9%
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Honda Motor Co., Ltd.
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34,824
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2.2%
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BMW AG
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15,234
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1.0%
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Kia Motors Corporation
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15,144
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0.9%
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Volkswagen AG
|
10,200
|
0.6%
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CarMax, Inc.
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9,370
|
0.6%
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John Holt Auto Group
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8,154
|
0.5%
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fowler dodge
|
4,556
|
0.3%
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Mitsubishi Motors Corporation
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4,281
|
0.3%
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Suzuki Motor Corporation
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3,962
|
0.2%
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Hyundai Motor Company
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3,407
|
0.2%
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Tim Dahle Nissan
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2,583
|
0.2%
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Bombardier
|
2,251
|
0.1%
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Harley-Davidson, Inc.
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2,205
|
0.1%
|
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Total
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1,596,793
|
100.0%
|
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Source: Nielsen//NetRatings AdRelevance
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Top Ad Sizes
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Dimensions
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Impressions(000)
|
Share of all Impressions
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Medium Rectangle
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(300x250)
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582,766
|
36.5%
|
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Leaderboard
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(728x90)
|
363,524
|
22.8%
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Non-Standard Dimension
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|
232,816
|
14.6%
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Wide Skyscraper
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(160x600)
|
139,478
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8.7%
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Skyscraper
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(120x600)
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85,412
|
5.3%
|
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Micro Bar
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(88x31)
|
70,545
|
4.4%
|
|
Half Banner
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(234x60)
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41,113
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2.6%
|
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Button #2
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(120x60)
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27,456
|
1.7%
|
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Rectangle
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(180x150)
|
17,145
|
1.1%
|
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Full Banner
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(468x60)
|
11,987
|
0.8%
|
|
Button #1
|
(120x90)
|
8,484
|
0.5%
|
|
Vertical Banner
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(336x280)
|
7,910
|
0.5%
|
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Square Button
|
(125x125)
|
4,702
|
0.3%
|
|
Large Rectangle
|
120x240)
|
2,531
|
0.2%
|
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Vertical Rectangle
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(240x400)
|
788
|
0.0%
|
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Square
|
(250x250)
|
234
|
0.0%
|
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Total
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|
1,596,891
|
100.0%
|
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Source: Nielsen//NetRatings AdRelevance
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Ad Delivery Types
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Impressions (000)
|
Share of all Impressions
|
|
In-Page
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1,450,979
|
90.9%
|
|
Over-Page
|
80,785
|
5.1%
|
|
Expanding
|
63,976
|
4.0%
|
|
Transitional
|
439
|
0.0%
|
|
Pop-Up
|
426
|
0.0%
|
|
Pop-Under
|
286
|
0.0%
|
|
Total
|
1,596,891
|
100.0%
|
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Source: Nielsen//NetRatings AdRelevance
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Note: Nielsen//NetRatings AdRelevance reporting data
reflects advertising activity served on pages accessible
via the World Wide Web and not within AOL's
proprietary service.
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