Commentary

One Out of Five Website Regulars Investigates Auto Sites

One Out of Five Website Regulars Investigates Auto Sites

According to a report on 49 metro markets by The Media Audit, more than 20 percent of all those who go online regularly or occasionally during an average weekday visit automotive web sites. "The audience numbers are surprisingly strong," says Bob Jordan, President of International Demographics, Inc.

AutoTrader.com, ranked first among automotive sites in 26 of the markets and second in another 15. Boise.Cars.com, operated by six prominent newspaper organizations, attracted more than one percent of adults in 27 of the markets. It was first in six markets and second in 11 of the markets.

Automotive/Employment Comparisons "Employment sites, in the same 49 markets, attract between 30 and 48 percent of those who go online regularly or occasionally during an average weekday.

E-bay attracted more than one percent of adults in 30 markets (the MediaAudit cutoff point) but was first in just one market and second in four markets. Yahoo.com attracted at least one percent of adults in eight markets and was first in just one. Vehix.com qualified for the survey in just four markets and was first in one.

Unique visitor totals who live in the 49 markets covered in these surveys were:

  • AutoTrader.com attracted 2.4 million
  • Cars.com attracted 1.3 million
  • Carmax.com 747,900
  • E-bay.com 730,800
  • local newspaper web sites 639,000
  • Yahoo 253,400
  • Vehix 131,800

Others who made the cut were:

  • CarSoup.com in Minneapolis
  • Recycler.com in Los Angeles

You can find out more with this pdf file.

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