Presence of Children in the Household Significantly Increases Automotive Purchase Intent
comScore Media Metrix AiM Data Reveal That Larger Cars Are Still Preferred By Many Consumers
RESTON, Va., June 26 -- 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."
Table 1
Top Indexing Sites Among Stated Groups who Intend to Purchase an Auto in
the Next 6 Months
Source: comScore Media Metrix AiM
Top Indexing Sites among "Established Families" who are likely to buy
automobile in next 6 months
Composition
Site Index
Disney Channel 338
Nickelodeon Network 314
BHG.COM 203
BURST! Media Education 193
FREEWEBS.COM 193
AOL Games 187
MSN Games 182
MSN Messenger Applications 182
BURST! Media Family 171
CLUBMOM.COM 170
Top Indexing Sites among "New Families" who are likely to buy automobile
in next 6 months
Composition
Site Index
BABYCENTER.COM 309
WEATHER.COM Home Page 238
ORBITZ.COM 228
Yahoo! Insider 198
Yahoo! Messenger (Application) 176
HALLMARK.COM 172
Yahoo! U.S. News 162
Yahoo! Address Book 150
ESPN 145
EBAY.COM Home Page 139
Based on Media Metrix Ad-Focus list, which reports the top
advertising-supported sites on the Internet
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.
Table 2
Types of Automobiles Owned by Stated Groups
Source: comScore Media Metrix AiM
Percent Ownership among Percent Ownership among
Car Type "Established Families" "New Families"
Midsize sedan/coupe 36.3% 53.5%
Full-size sports utility 27.6% 26.7%
Minivan 22.5% 7.1%
Full-size pickup 21.5% 14.2%
Compact sedan/coupe 19.9% 25.0%
Compact sports utility 15.8% 13.4%
About this Research
This analysis was conducted using the recently released edition of Audience insite Measures (AiM), comScore's consumer analysis and online media planning tool. AiM combines more than 4,600 in-depth lifestyle, product usage, and demographic characteristics with comScore's continuously and passively captured behavioral measurement, which spans more than 10,000 online entities.
The foundation of the AiM service is an extensive lifestyle and product usage survey fielded to comScore panelists, which is integrated with the passively observed online behavior at the respondent level. By using this methodology, AiM provides granular insight without relying on consumers to recall the complete details of their online browsing behavior.
AiM is delivered as a component of the comScore MyMetrix service. This integrated approach, consistent with other comScore Media Metrix applications, provides users with the advanced capabilities of the AiM database while maximizing efficiency and ease of analysis.
AiM is used by leading publishers, adverting agencies and ad networks, including Advertising.com, AOL, AvenueA, Belo Interactive, Burst! Media, Careerbuilder, Clear Channel, Cox Communications, Digitas, GameDaily, Knight-Ridder, Leapfrog Online, Media Contacts, Modem Media, Moxie Interactive, OMD, Starcom IP, Terra, Universal McCann, ValueClick Media and Yahoo!.
Note to Readers:
Marketing industry professionals and members of the media may request the complete report by visiting http://www.comscore.com/aim_auto.asp .
About comScore Media Metrix
comScore Media Metrix, a division of comScore Networks, provides industry-leading Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings -- long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers -- while drawing upon comScore's advanced technologies to address important new industry requirements. All comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.
About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit http://www.comscore.com/ .
