"Kelly Blue Book" continues its domination of search terms used by automotive site visitors for the fourth straight month, followed by "autotrader," "used cars" and "auto trader." Perhaps the company's results would be even higher if all consumers spelled "Kelly" correctly (the correct spelling -- "Kelley Blue Book" -- ranked as No. 5).
Most individual OEM sites had more unique visitors in January 2006 compared to December 2005. In fact, only 11 out of 37 manufacturer sites, including Chrysler and Jaguar saw their UV rates go down in this period. A unique visitor is defined as a unique internet user who accesses a site. If an individual visits a given site twice in one month, he or she is counted as a single unique visitor, to avoid double counting.
Additionally, data show that the top three OEM sites that gained the most unique visitor were GM brand sites (GMC, Buick and Chevrolet). The increased traffic to GM brand sites may be related to GM's promotion of lower MSRPs (sticker prices) on most of its models, as well as advertising designed to driving viewers to research GM vehicles online. Notably, those top three OEM sites are also launching important new models (such as Chevrolet's Tahoe).
Compete research also indicates terms related to used vehicles lead automotive searches this period: the top five terms each month were for used vehicles or sites all, or primarily, dedicated to used vehicles. This is not surprising, given that about three times as many used vehicles are sold each year in the United States than the number of new vehicles sold. Search terms were gathered from data on all major search engines among unique visitor that landed on any automotive OEM or third-party site.
Compete, Inc. extends online market research to transform the way consumers and brands communicate. By combining permission marketing, predictive analytics and the industry's largest consumer behavior database, Compete helps marketers identify and reach their target consumers. Compete delivers conversant marketing solutions that increase profitability and customer loyalty and result in measurable and effective marketing programs. Compete delivers these solutions to leading brands such as Carlson Hotels Worldwide, DaimlerChrysler, Hyundai Motor America, Teva Neuroscience, Toyota Financial Services and Upromise®, among others. Compete is headquartered in Boston, Massachusetts, with offices throughout the United States. For more information, please visit www.compete.com.
