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Auto Consumers Driving to Buy OnlineNielsen//NetRatings, the global standard for Internet audience measurement and analysis, reports that traffic to its Market Intelligence top audited Australian automotive sites continued to grow in the month of August 2004. The automotive report reveals that 1.7 million unique browsers visited one or more of the audited automotive websites listed in Nielsen//NetRatings Market Intelligence category in August 2004. This represents a 21 percent growth since June 2004. In addition to the 1.7 million Australian browsers, the car sites drew five hundred thousand unique browsers from overseas, bringing the total browser traffic for the category to 2.2 million. With just over 500,000 unique browsers, Carsales.com.au ranks in first place, offering visitors everything from new and used cars through to dealers, insurance details and car review searches. Carsales.com.au also takes the lead in frequency of visits and average number of pages per browser. The average browser visited the site 2.2 times and viewed an average of 62 pages within the month. Autotrader, occupying the second position in Nielsen//NetRatings Market Intelligence ranking with almost 479,000 unique browsers, follows closely with an average of 52 pages visited, significantly ahead of the other audited sites in the Market Intelligence automotive category. Performing strongly in the area of page impressions, Autotrader also received a significant audience growth of twenty one percent between the week commencing 9 August and the week commencing 30 August. This increase was well ahead of the 5.4 percent average market growth in the same period. NineMSNs Carpoint.com.au and Fairfax Digitals Drive.com.au occupy the third and fourth positions in the Market Intelligence Automotive ranking, respectively receiving 430 and 336 thousand unique browsers. The strongest growth in number of unique browsers as compared to June 2004 is being experienced by the number five in the list; News Interactives Carsguide. The browser audience to this site jumped sixty one percent to almost 319,000 in August 2004. This spectacular spike corresponds with a major marketing campaign*, which Carsguide started in July. *Source: Nielsen Media Research Car manufacturers browser traffic clearly takes a backseat to the car portals. Nonetheless, Holden leads the pack with an audience of 173,000 unique browsers, positioning this manufacturer at sixth place within the automotive ranking. The Nielsen//NetRatings Market Intelligence analysis clearly underlines the value of the Internet as a research tool for new and used car information as well as a method for contacting auto manufacturers. Shopping for vehicles online is an attractive offer as customers can research and compare cars before heading out to test-drive vehicles and make that final purchase decision, says Mark Henning, Managing Director, Nielsen//NetRatings Australia. About Nielsen//NetRatings: Nielsen//NetRatings is the global standard for Internet audience measurement and analysis and is the industrys premier source for online advertising intelligence with its NetView, SiteCensus, Market Intelligence, AdIntelligence and Custom Research services. Covering 70 percent of the worlds Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For more information, please visit www.nielsen-netratings.com. |
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