December 18, 2006
Tracking buyers’ online habits crucial for advertisers, says J.D. Power
Westlake Village, California – Web sites such as AOL Sports and mySpace are receiving more traffic from distinct types of new-vehicle buyers, according to a report by J.D. Power and Associates.
The report showed that recent buyers of midsize premium sporty vehicles, such as the Lexus SC, showed a 9 percentage-point increase in visitation to the AOL Sports site from August to October 2006, compared with data from April to May 2006. Buyers of compact utility vehicles such as the Jeep Liberty increased their visits to mySpace by 13 percentage points over the same time period.
“This suggests that online automotive advertisers need to be more precise in selecting sites for advertising,” says Steve Witten, executive director of automotive research at J.D. Power and Associates. “Buyers of specific vehicle model segments demonstrate visitation patterns very different from the mass of all new-vehicle buyers.”