Autometrics Index, 1st quarter 2002U.S. carmaker Internet site activity, analyzing 60,000 users in the U.S.
|1st quarter average monthly home-based audience (in thousands)||Share of audience (top 30 automaker Internet sites)||1st quarter light-vehicle sales market share||1st qtr. 02 vs. 4th qtr. 01 change in average monthly audience||1st qtr 02 vs. 1st qtr 01 change in average monthly audience||Average dwell time (mins.)|
|Source: Autometrics Ltd. and NetRatings Inc.|
How many customers are automakers catching in their Net?
Chevrolet attracted the most browsers to its Chevy.com site in the first quarter of 2002, according to analysis by Autometrics Ltd. of Troy, Mich., and NetRatings Inc. in Milpitas, Calif.
Each month, Autometrics analyzes automotive site activity using Nielsen NetRatings' panel of 60,000 home-based Internet users.
An Internet user is counted only once a month, even though he or she may visit the Web page several times that month.
The study shows the numbers of browsers for each site, the share of an automaker's Internet audience and the amount of time users spend at the site.
As with Nielsen TV diaries, the panelists are known respondents, so a demographic profile of each user can be shown.
According to the data, Chevy attracted 671,000 unique visitors to its site for the quarter.
Ford Division and Toyota Division tied for second place with 525,000 visitors each.
During the first quarter, users on average spent more time on Saturn's site (13 minutes) than any other, followed by Mercedes-Benz, BMW and Infiniti at 12 minutes each.
But researchers noted that visitors to all GM sites, except Saturn, are diverted automatically to GM's BuyPower site when they want more detailed vehicle information.
Therefore, time at other GM division sites may be less. NetRatings does not measure the amount of time a browser spends on the GM BuyPower site.
The study also showed that Internet use does not correlate to sales. For example, Ford and Dodge saw a much lower share of the manufacturer Web site audience compared with their light-vehicle market share.
Ford captured 9.5 percent of the automotive Internet audience vs. 17.4 percent of car and truck sales for the first quarter. Dodge captured 3.9 percent of the Internet audience vs. 8 percent of light-vehicle sales.
Overall, the vast majority of the manufacturer sites, including Korean makers Kia and Hyundai, showed huge increases in traffic.
Cadillac, Audi and Land Rover more than doubled their traffic.