J.D. Power and Associates to Launch Online Media Study That Examines the Internet Habits of New-Vehicle Buyers
WESTLAKE VILLAGE, Calif., Nov. 28, 2005 -- J.D. Power and Associates will launch a study focused on the Internet usage habits of new-vehicle buyers that will help automotive companies make more informed online advertising decisions.
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The J.D. Power and Associates Online Media Study(SM), which will employ both Internet and mail surveying, is designed to identify the potential of Web sites to reach future new-vehicle buyers. This includes the frequency of visitation to specific Web sites by new-vehicle buyers and the way they use the Internet for news, sports, hobby and lifestyle information.
"This study of new-vehicle buyers is the industry's first quantification of the everyday online usage of this important group of consumers," said Steve Witten, executive research director at J.D. Power and Associates. "As a complement to our New Autoshopper.com Study, which measures how buyers use the Internet during their automotive shopping process, the Online Media Study gathers data that will help with upper purchase-funnel needs, such as product awareness. This study will provide insights to help automotive marketers and media planners determine how to effectively spend their online advertising dollars."
In the 2005 pilot study, the Web sites that new-vehicle buyers most often visited during the past month were similar across all vehicle segments. Web sites visited at least once in the past month by new-vehicle buyers include eBay.com, Google.com, Travelocity.com, Weather.com, Yahoo.com and Yahoo!Search.
"Marketers may be surprised by some of the implications the data provide," said Witten. "For example, it is often assumed that Web sites featuring information about adventure and expedition travel would be a good place to market an SUV. However, only 4 percent of SUV buyers report frequently reading about adventure and expedition travel online, while 14 percent of premium sports car owners do so."
The study also includes the usage of "new media" platforms and devices such as the iPod, satellite radio, mobile phone and video on demand.
J.D. Power and Associates will announce the full results of the 2006 Online Media Study in July.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill Education and BusinessWeek. The Corporation has more than 300 offices in 40 countries. Sales in 2004 were $5.3 billion. Additional information is available at http://www.mcgraw-hill.com/.
J.D. Power and Associates Media Relations Contacts: John Tews Michael Greywitt Director, Media Relations Director, Media Relations Troy, Mich. Westlake Village, Calif. (248) 312-4119 (805) 418-8526 john.tews@jdpa.com michael.greywitt@jdpa.com
No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power and Associates. www.jdpower.com
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