1 - 15 August, 2003

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Higher Audience for Auto Web Sites Spike, Loan Sites Unpopular

Nielsen//NetRatings recently reported that the automotive category experienced a 24 percent increase during the week ending June 1st, attracting nearly eight million surfers from home.

According to Nielsen's data, traffic from home to MSN Auto jumped 75 percent to more than one million unique visitors, as compared to 603,000 visitors during the previous week. Forty-one percent of the audience traffic accessed the MSN Autos Window Shopping Page, where readers were able to view top selling vehicles.

Honda's Web site, garnered 382,000 surfers from home, representing an increase of 61 percent during the week ending June 1st, while Cars.com attracted 58 percent more surfers from home. Rounding out the top five, traffic to Autobytel and Kelley Blue Book surged 44 and 42 percent, respectively.

Forty-seven percent of Autobytel surfers visited the 'Select a Vehicle' page, where surfers stated the intent to purchase in the next 30 days, chose their desired vehicles and provided contact information for local dealers to take advantage of no-haggle pricing.

Traffic to various loan sites have been on the rise as interest rates continue to fall, according to Nielsen//NetRatings. Lendingtree.com spiked 57 percent at home for the week ending June 1st with nearly half of the site's 339,000 unique visitors requesting a refinance mortgage quote. Traffic to Bankrate.com jumped 27 percent to 422,000 unique visitors. Twelve percent of its audience visited the refinance page where users can obtain the latest rates for any state.

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