Online Media Study That Examines the Internet Habits of New-Vehicle Buyers

WESTLAKE VILLAGE, Calif.: 28 November 2005 —J.D. Power and Associates will launch a study focused on the Internet usage habits of new-vehicle buyers that will help automotive companies make more informed online advertising decisions.

The J.D. Power and Associates Online Media Study,SM which will employ both Internet and mail surveying, is designed to identify the potential of Web sites to reach future new-vehicle buyers. This includes the frequency of visitation to specific Web sites by new-vehicle buyers and the way they use the Internet for news, sports, hobby and lifestyle information.

“This study of new-vehicle buyers is the industry’s first quantification of the everyday online usage of this important group of consumers,” said Steve Witten, executive research director at J.D. Power and Associates. “As a complement to our New Autoshopper.com Study, which measures how buyers use the Internet during their automotive shopping process, the Online Media Study gathers data that will help with upper purchase-funnel needs, such as product awareness. This study will provide insights to help automotive marketers and media planners determine how to effectively spend their online advertising dollars.”

In the 2005 pilot study, the Web sites that new-vehicle buyers most often visited during the past month were similar across all vehicle segments. Web sites visited at least once in the past month by new-vehicle buyers include eBay.com, Google.com, Travelocity.com, Weather.com, Yahoo.com and Yahoo!Search.

“Marketers may be surprised by some of the implications the data provide,” said Witten. “For example, it is often assumed that Web sites featuring information about adventure and expedition travel would be a good place to market an SUV. However, only 4 percent of SUV buyers report frequently reading about adventure and expedition travel online, while 14 percent of premium sports car owners do so.”

The study also includes the usage of “new media” platforms and devices such as the iPod, satellite radio, mobile phone and video on demand.

J.D. Power and Associates will announce the full results of the 2006 Online Media Study in July.