Every month, the Compete Vertical teams take a deep look into issues effecting the Automotive, Financial Services, Travel and Wireless industries. These articles tend to be very industry specific, but provide good examples of how to leverage web metrics to measure consumer demand and behavior across various industries.

AutoIntelligence – AUTOMOTIVE OEMS: LOSING GROUND TO THIRD-PARTY SITES
Third-party automotive sites continue to grow in terms of both web traffic and functionality. With more consumers turning to the Internet as they research auto, how has third-party traffic compared to OEM-branded sites? Our initial approach was to study site traffic and audience overlap among the top-5 most trafficked third party automotive sites (3PT) and Total OEM Traffic (TOT). Using the most recent CYTD data (January – June), we compared 2006 to 2007. Audience overlap is defined as the percentage of total OEM site visitors who also visited at least one 3rd party automotive site.

Financial Services Advisor – FORECLOSURE.COM: WHO’S SEEKING RICHES IN SUB-PRIME’S WAKE
In a recent Compete blog article it was noted that foreclosure.com had recently joined the ranks of sites that receive over 1 million visitors a month. That got us thinking about why the growing interest and what those people were doing once they got to the site.

TravelTrends – SKYBUS AIRLINES: CAN $10 FARES SPUR A FLYING FRENZY?
Skybus Airlines, a new low-cost-carrier in the US market, began flying on May 22nd. As part of their business model, Skybus has committed to having at least ten $10 seats available on each of its flights. The airline is launching with routes from its home of Columbus, Ohio to Los Angeles, Ft. Lauderdale, Seattle and others. To keep down costs, add-ons such as checking baggage, priority boarding, and food/beverages are subject to additional fees.

Wireless Vantage –MOBILE TV MARKET BEGINS TO TAKE SHAPE
Since September 2006, interest in mobile TV and video has doubled to almost 1% of all traffic on Big-4 carrier websites. When Compete first reported on the small but growing interest in mobile TV and video content at that time last year, online consumers who exhibited interest in mobile TV and video services comprised just 0.5% of all Big-4 carrier website traffic. Verizon Wireless launched V-CAST Mobile TV in select U.S. cities in March and advertising and marketing campaigns promoting V-CAST have led to a 104% increase in consumers evaluating the service on VerizonWireless.com. With AT&T planning a live video service and Sprint adding channels to its own MobiTV lineup, Compete expects consumer interest in mobile TV and video to continue to increase rapidly over the next year.

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