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J.D. Power Probes Car Buyers' Online Habits
US automotive research specialist J.D. Power and Associates is launching a study to examine the Internet use of new vehicle buyers. The Online Media Study aims to examine the potential of web sites to reach such buyers, and to help automotive companies make better online advertising decisions.
The study is designed to complement the existing New Autoshopper.com study, which measures how people use the Internet in the process of shopping for a new car. It will look at how frequently buyers of new vehicles visit specific web sites, and how they use the Internet for news, sports, hobby and lifestyle information. In addition, it will examine the use of new media platforms and devices such as the iPod, satellite radio, mobile phone and video on demand.
A pilot study, conducted earlier this year, found that the most frequently visited web sites were similar across all vehicle segments. Steve Witten, Executive Research Director at J.D. Power, says marketers may be surprised by some of the data. '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% of SUV buyers report frequently reading about adventure and expedition travel online, while 14% of premium sports car owners do so.'
J. D. Power will announce the full results of the 2006 Online Media Study in July. The company's web site is at www.jdpower.com.
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