Commentary
For Marketers of Cars and Computers
- by Jack Loechner , Staff Writer @mp_research, February 5, 2002
Audience measurement data from Nielsen//NetRatings for the week ending January 27, 2002, are useful if you're reaching out on the Internet to car buyers or electronic equipment users. Here's some tables for your review.
Top 10 Automotive Sites
| Site | Audience (000) | Reach (%) | Time Spent per Person |
| ebaymotors.com | 798 | 1.02 | 0:09:45 |
| autotrader.com | 594 | 0.76 | 0:12:13 |
| kbb.com | 588 | 0.75 | 0:09:04 |
| edmunds.com | 366 | 0.47 | 0:12:15 |
| carpoint.msn.com | 342 | 0.44 | 0:06:31 |
| cars.com | 234 | 0.3 | 0:10:08 |
| ford.com | 226 | 0.29 | 0:05:05 |
| nadaguides.com | 190 | 0.24 | 0:08:54 |
| aaa.com | 176 | 0.22 | 0:06:09 |
| jcwhitney.com | 165 | 0.21 | 0:08:04 |
Demographic for Automotive Category
| Category | Target | Composition (%) | Composition Index | |
| ALL | ||||
| Total | 100.0 | 100 | ||
| GENDER | ||||
| Male | 64.9 | 135 | ||
| Female | 35.1 | 68 | ||
| AGE | ||||
| 2 - 11 | 1.2 | 25 | ||
| 12 - 17 | 10.6 | 92 | ||
| 18 - 20 | 5.8 | 145 | ||
| 21 - 24 | 4.9 | 125 | ||
| 25 - 34 | 20.1 | 120 | ||
| 35 - 49 | 31.1 | 100 | ||
| 50 - 54 | 10.5 | 114 | ||
| 55 - 64 | 10.6 | 90 | ||
| 65 - 99 | 5.3 | 77 |
Top 10 Computers & Consumer Electronics Sites
| Site | Audience (000) | Reach (%) | Time Spent per Person |
| microsoft.com | 12,272 | 15.68 | 0:07:12 |
| gator.com | 2,932 | 3.75 | 0:11:25 |
| cnet.com | 2,236 | 2.86 | 0:05:17 |
| cometsystems.com | 1,674 | 2.14 | 0:02:54 |
| mcafee.com | 1,557 | 1.99 | 0:06:42 |
| oingo.com | 1,417 | 1.81 | 0:00:57 |
| macromedia.com | 1,208 | 1.54 | 0:01:42 |
| symantec.com | 1,177 | 1.5 | 0:04:56 |
| adobe.com | 1,161 | 1.48 | 0:03:30 |
| zdnet.com | 1,152 | 1.47 | 0:05:13 |
Demographic for Computers & Consumer Electronics Category
| Category | Target | Composition (%) | CompositionIndex | |
| ALL | ||||
| Total | 100.0 | 100 | ||
| GENDER | ||||
| Male | 52.2 | 108 | ||
| Female | 47.8 | 92 | ||
| AGE | ||||
| 2 - 11 | 3.2 | 66 | ||
| 12 - 17 | 11.9 | 104 | ||
| 18 - 20 | 3.9 | 97 | ||
| 21 - 24 | 3.9 | 98 | ||
| 25 - 34 | 16.9 | 101 | ||
| 35 - 49 | 31.5 | 101 | ||
| 50 - 54 | 9.7 | 105 | ||
| 55 - 64 | 12.2 | 104 | ||
| 65 - 99 | 6.9 | 99 |
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.