Commentary

Automotive Purchase Intentions, Web Sites and Advertising Details

Automotive Purchase Intentions, Web Sites and Advertising Details

According to BIGresearch's February Consumer Intentions and Actions Survey 12.1% of consumers said they are planning on buying a new car or truck in the next six months, which is up over February 2006 when 11.8% said the same.

Gary Drenik, President & CEO of BIGresearch "With the exception of 2002, consumers seem more optimistic than in previous Februarys about buying a car (or) truck. 2002 was a unique year when incentives and 0% financing offers help stimulate automotive sales."

Planning On Buying A New Car / Truck Over The Next Six Months


(Date

% Consumers Planning to Buy


Feb '02

15.9%


Feb '03

11.9%


Feb '04

11.1%


Feb '05

10.0%


Feb '06

11.8%


Feb '07

12.1%


Source: BIGresearch, February 2007

Consumer interest in Hybrids appears to be cooling as just 4.9% said they are considering buying one versus 9.2% in February 06. However:

  • 54.2% are considering a car, compared to
  • 33% an SUV
  • 18.8% a truck
  • 14.9% a cross-over
  • 9.1% a mini-van

And, a deeper drill down into the popular automotive web destinations, advertisers and ads from Nielsen:

Top 10 Online Automotive Destinations (Week ending February 18, 2007US, Home and Work)

Brand or Channel

Unique Audience (000)

Active Reach (%)

eBay Motors

5,670

4.19

AutoTrader.com

1,439

1.06

Edmunds.com

1,335

0.99

MSN Autos

1,327

0.98

Kelley Blue Book

1231

0.91

Toyota

1,105

0.82

Primedia Automotive Network

1,093

0.81

AOL Auto

1,002

0.74

Honda^

1,002

0.74

AAA

967

0.71

Source: Nielsen//NetRatings NetView

Demographic Data for Automotive Category (Month of January 2007 US, Home and Work)

Category

Target

Unique Audience (000)

Audience Composition (%)

Total


48,104

100

Male


27,891

57.98

Female


20,213

42.02

Age

2 - 11

648

1.35


12 - 17

2,834

5.89


18 - 24

2,360

4.91


25 - 34

6,425

13.36


35 - 49

18,337

38.12


45+

24,114

50.13


55+

10,987

22.84


65+

3,924

8.16

HH Income

$ 0 - 24999

2,775

5.77


$ 25000 - 49999

10,247

21.3


$ 50000 - 74999

12,336

25.65


$ 75000 - 99999

8,916

18.53


$ 100000 - 149999

8,133

16.91


$ 150000+

5,006

10.41


No Response

691

1.44

Source: Nielsen//NetRatings NetView

Data on the Automotive Industry Week ending February 18, 2007 US, Home and Work

Top 20 Advertisers


Impressions (000)

Share of all Impressions

Ford Motor Company

445,949

27.9%

General Motors Corporation

320,375

20.1%

Nissan Motor Co., Ltd.

172,651

10.8%

Mazda Motor Corporation

168,354

10.5%

Toyota Motor Corporation

140,765

8.8%

DaimlerChrysler Corporation

80,140

5.0%

CarsDirect.com, Inc.

61,614

3.9%

Honda Motor Co., Ltd.

34,824

2.2%

BMW AG

15,234

1.0%

Kia Motors Corporation

15,144

0.9%

Volkswagen AG

10,200

0.6%

CarMax, Inc.

9,370

0.6%

John Holt Auto Group

8,154

0.5%

fowler dodge

4,556

0.3%

Mitsubishi Motors Corporation

4,281

0.3%

Suzuki Motor Corporation

3,962

0.2%

Hyundai Motor Company

3,407

0.2%

Tim Dahle Nissan

2,583

0.2%

Bombardier

2,251

0.1%

Harley-Davidson, Inc.

2,205

0.1%

Total

1,596,793

100.0%

Source: Nielsen//NetRatings AdRelevance

Top Ad Sizes


Dimensions

Impressions(000)

Share of all Impressions

Medium Rectangle

(300x250)

582,766

36.5%

Leaderboard

(728x90)

363,524

22.8%

Non-Standard Dimension


232,816

14.6%

Wide Skyscraper

(160x600)

139,478

8.7%

Skyscraper

(120x600)

85,412

5.3%

Micro Bar

(88x31)

70,545

4.4%

Half Banner

(234x60)

41,113

2.6%

Button #2

(120x60)

27,456

1.7%

Rectangle

(180x150)

17,145

1.1%

Full Banner

(468x60)

11,987

0.8%

Button #1

(120x90)

8,484

0.5%

Vertical Banner

(336x280)

7,910

0.5%

Square Button

(125x125)

4,702

0.3%

Large Rectangle

120x240)

2,531

0.2%

Vertical Rectangle

(240x400)

788

0.0%

Square

(250x250)

234

0.0%

Total


1,596,891

100.0%

Source: Nielsen//NetRatings AdRelevance

Ad Delivery Types


Impressions (000)

Share of all Impressions

In-Page

1,450,979

90.9%

Over-Page

80,785

5.1%

Expanding

63,976

4.0%

Transitional

439

0.0%

Pop-Up

426

0.0%

Pop-Under

286

0.0%

Total

1,596,891

100.0%

Source: Nielsen//NetRatings AdRelevance

Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.

To view the complete list of all automotive brands ranked by their consumer equity shares, please go to Complimentary Top Line Findings here.

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