Automakers are luring consumers to their websites with targeted offers and flashy advertising to counter competition from around the world, comScore reports. The number of visitors to the "Automotive – Manufacturer" category of sites increased 23 percent, from 19.4 million in May 2004 to 23.8 million in May 2005. General Motors sites were the most visited, with 7.9 million visitors, up 61 percent from May 2004. GM was followed by Ford with 6.6 million visitors and DaimlerChrysler with 4.5 million visitors.
Americans between the ages of 35 and 44 were 23 percent more likely than the average internet user to visit automotive manufacturer sites. They are focused on automotive safety information; for example, they are 42 percent more likely than the average internet user to visit the site for GM's OnStar, the in-vehicle communication system designed to assist drivers in case of emergency. And they are 52 percent more likely to view the National Transportation Safety Board site, which provides automobile safety information.
Meanwhile, Toyota-owned brand Scion is drawing heavy interest in the 13-to 17-year-old age group - its members are 99 percent more likely to visit Scion.com than the average internet user. Scion's online vehicle customization and targeted promotions have been successful in attracting younger consumers to the brand. Scion is drawing consumers to its site by pushing the brand through unique sponsorships such as The Ultimate Fighting Championship and the National VGL Video Gaming Tournament.
