• by July 25, 2001

Automotive intelligence leader R. L. Polk & Co. and Jupiter Media Metrix today launched the Polk-Media Metrix Automotive Internet Intelligence Report. This product is the first of its kind and combines vast automotive statistical information from Polk with the Internet usage and demographic data from Jupiter Media Metrix.

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.

According to the 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%) visited at least one technology site. The most popular technology site among Honda owners is ZDNET, with a 21.3% reach.

Overall, 24.5% 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.

Authors of the report hope the information will aid the planning process for automotive manufacturers, dealers, financiers, aftermarket businesses, insurers, advertising agencies and online media companies buying and selling ad space within the automotive industry. It is also valuable for Web companies looking to identify what types of people are visiting their site, what vehicles they drive and how competing sites stack up.