• by Masha Geller , July 25, 2001

If you've ever wanted to find out what kind of car your target audience is driving, you might want to check out the results of a recent partnership between R. L. Polk & Co. and Jupiter Media Metrix.

The two companies announced today that they've launched the Polk-Media Metrix Automotive Internet Intelligence Report, which combines automotive statistical information from Polk with Internet usage and demographic data from JMM.

The first report shows that 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.

Interestingly, almost half of all Honda owners (45.5%) visited at least one technology site, the most popular being ZDNET, with a 21.3% reach.

Overall, the report says, 24.5% of automobile owners visited at least one automotive site, the most popular among GM owners being Carpoint, while the most popular one for Toyota/Lexus owners is Edmunds.

The report also surveyed which sites current owners of certain cars visited in the first quarter of 2001 and not surprisingly, the majority of Ford.com, DaimlerChrysler.com and GM.com traffic came from current Ford/Lincoln/Mercury, Daimler-Chrysler and General Motors car owners. Interestingly, Honda.com visitors currently drive either a Honda-Acura or a Ford/Lincoln/Mercury (both 37.6%), followed by a GM car (36.5%), a Chrysler and a Toyota/Lexus.

Most Toyota.com visitors drive a Ford/Lincoln/Mercury (28.8%), a GM vehicle (26.5%) or a Toyota/Lexus.