comScore Media Metrix today revealed the automotive purchase intent, online visitation habits and automotive ownership tendencies of American consumers who are most likely
to purchase an automobile in the next six months. This study, the first of a series of industry-specific analyses from the comScore Media Metrix "Audience insite Measures" (AiM) media planning tool, shows that Internet
users age 35-44 are 18 percent more likely than the average online adult to make an automotive purchase this year. This segment of likely auto
purchasers represents more than 6 million U.S. consumers. Additionally, 25-34 year-olds are 17 percent more likely than the norm to purchase an
automobile, representing nearly 5 million consumers.
Notably, the analysis shows that the presence of children in the household significantly increases automotive purchase intent for these two groups. Respondents age 25-34 with one child (referred to as "New Families" in this analysis) are 41 percent more likely than the average Internet user to purchase an auto in the next 6 months, while 35-44-year-olds with two children (referred to as "Established Families") are 27 percent more likely than the norm to do so.
The study also found that despite the similarities in the car-purchasing intent of these two groups, their online visitation habits
are quite different. This disparity (Table 1) illustrates the need for marketers to employ different tactics to reach these distinct groups. These visitation trends are based on comScore's ability to passively observe
panelists actual Web-wide browsing behavior, which is then combined with AiM's qualitative survey research methodology to provide a robust level of insight into consumer behavior and attitudes.
"Auto manufacturers looking to reach 25-34-year-olds who intend to purchase an automobile should be directing their advertising dollars to a
much different set of Web sites than those targeting 35-44-year-olds," said Jack Flanagan, executive vice president of comScore Media Metrix. "The ability to understand consumers' engagement with specific types of Web content is critical to developing effective and efficient media plans."
Note: Composition index is the propensity of a specific segment to visit a
site compared to the average Internet user. An index of 100 represents
parity. An index of 338 should be read as "238 percent more likely than
average to visit site X."
Large Cars Still Preferred Most among Americans
The analysis showed that the most popular type of auto owned among both "Established Families" and "New Families" is the mid-size sedan or coupe, with 36 percent and 54 percent ownership, respectively. Full-size sport utility vehicles are second in popularity with both segments, garnering 28 percent ownership among "Established Families" and 27 percent ownership among "New Families".
"Increasing fuel costs and the growing focus on foreign oil dependency will no doubt impact consumers as they consider vehicle size, and
energy-efficient models such as hybrids, during the shopping process," Flanagan commented.
