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Over the three month period of the study, 45% of the U.S. population visited automotive web sites, amounting to 716 million unique visits. "We were incredibly surprised at just how large this market is," said David Schwartz, senior manager of automotive category, Yahoo Search Marketing, who presented the findings in an online webinar.
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Google Dominates Auto Search Referrals
Search engines are an important source of traffic for automotive sites - 19 percent of Automotive category visits originated at a search engine (week ending March 26, 2005). Google dominated search referrals, contributing 54 percent of search visits to automotive sites for that week. Yahoo! Search followed with 28 percent of search referrals and MSN search garnered 5 percent. (Source: HitWise)
According to Jupiter Research, 22% of all new car sales in the U.S. will be Internet-generated in 2004. Forrester reports that dealers currently spend as much as $700 monthly for Web site hosting and $10,000 per month for third party Internet leads for every franchise in the dealership, and that consumer use of third party Web sites to request a dealer price quote will increase from 27% in 2003 to 40% or more in 2005 (Trends 2005: Automotive Retail Technology, Forrester Research, November 2004).
