comScore: Parents Most Likely Car Buyers

Web users between the ages of 25 and 44--especially those with children--are more likely to purchase a car in the next six months than are online consumers in other demographic buckets, according to new research released Monday by comScore Media Metrix.

Specifically, comScore found that Web users between the ages of 25 and 34 with one child are 41 percent more likely than average to report an intent to purchase a car before the end of the year. Web users between the ages of 35 and 44 with two children are 27 percent more likely than average to say the same.

Overall, Web users between the ages of 25 and 34 are 17 percent more likely than average to purchase a car, while those between the ages of 35 and 44 index at 18 percent.

Where do these users go online? Those between the ages of 25 and 34 with one child who also reported an intent to buy a car are far more likely than average--209 percent, according to comScore--to visit parents' site Babycenter.com. That group is also 138 percent more likely to visit weather.com, and 128 percent more likely to visit Orbitz.com.

Web sites that are particularly popular in the homes of families-- users between the ages of 35 and 44 with two children that intend to purchase a car--include the Disney Channel (238 percent more likely to visit than average), Nickelodeon Network (214 percent), and BHG.com (203 percent).

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