Finding Likely Car Purchasers Online
The Winter @Plan survey results reveal that the U.S. online population age 18 or older, is less likely to purchase a car / truck in the next 6-months when compared to the Fall results (10.1% vs. 11.8%). I’m sure none of this is shocking news, but simply another confirmation of the economic times. The opportunity lies in understanding where those consumers with the highest probability to purchase in the next 6-months go online. This kind of market intelligence will allow for savvy online ad spend and higher ROI.
The above five automotive sites naturally over-index in likelihood to purchase a car / truck in the next 6-months. Below is a sneak peek of five out of 500+ general interest ad-supported sites where visitors are yielding a higher probability to purchase a car / truck in the next 6-months relative to the U.S. online population. These types of sites that over-index on likeliness to purchase a car / truck should be considered in the automotive online advertising plan for 2009.
I’m surprised at the Edmunds numbers. It would also have been nice to see how the recent decline in fuel prices has effected model selection such as SUV or hybrid purchases. Thanks for the graphs. It sometimes makes more sence when you see it.
If it included lower funnel auto focused sites like Cars.com or AutoTrader, the results would have been even more insightful.