Chevrolet vs. Toyota…Online Activity Heats Up
Written by Jackie ODowd (contact - e-mail) -- March 12th, 2008 |
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Toyota is closing on Chevrolet as the top brand in the US automotive market. Can Toyota’s web site be contributing to their success? Based on Compete’s Website Engagement Study, the answer is yes.
A look at traffic shows that Toyota was consistently ahead of Chevrolet in the number of people visiting their site until the October Malibu launch. The heavy marketing push for Malibu drove traffic increases of 30% and more and Chevrolet.com exceeded 2 million unique visitors for three months in a row, until January, when Toyota reversed a downtrend and again surpassed Chevy.
What does this mean?
People visiting the Chevrolet site are 37% less likely to visit one of the four key online shopping tools than the Toyota site visitors.
Why is that important?
Compete data shows that those who purchased a vehicle were twice as likely to use a shopping tool on an OEM site.
What is causing the difference?
In a complex industry like automobiles there are a myriad of forces at work that contribute to the online behavior of consumers researching and shopping for cars. Some of the suspects are: the source of traffic, overall marketing efforts, website construction and navigation, consumer targeting, and of course the brand and product preferences of consumers.
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March 12th, 2008 at 1:49 pm
Interesting data considering all this “recession talk”. You’d think the car industry both online and offline would be at a standstill if that were true.
March 13th, 2008 at 12:27 pm
Brick Marketing, if that’s your real name. I think competes numbers are for the whole world not just the US. Even though i’m sure US new car numbers are dropping i’m sure the overall industry is still rising.
It won’t be long before Toyota takes the number one spot. US automakers have been looking for the short term money grab for to long. Toyota has positioned themselves well in the last couple of years with the ever increasing cost per barrel of oil.
March 13th, 2008 at 8:24 pm
Thanks for the posts….
To help clarify, the compete.com numbers are based soley on us based traffic. No international or bots are included in these counts.
And when we watch the whole US market for shoppers, the numbers are down fairly significantly year over year… the sales we see today are being propped up by increased incentives.
Cheers!
March 21st, 2008 at 1:19 am
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Thanks for precisely given information.I think that blog.compete.com shall visit every day
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June 16th, 2008 at 12:25 pm
This ia a great post to look at from a perspective that incorporates more than the factors that Mike identifies… Could the difference in demographics, such as educational and income levels between Chevy and Toyota automotive intenders be influencing their levels of engagement.
June 16th, 2008 at 12:27 pm
CORRECTED:
This ia a great post to look at from a perspective that incorporates more than the factors that Jackie identifies… Could the difference in demographics, such as educational and income levels between Chevy and Toyota automotive intenders be influencing their levels of engagement?
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