While traffic to independent automotive Web sites

by new-vehicle buyers remains high, manufacturer and dealer sites are

receiving more attention from online shoppers, according to the J.D. Power

and Associates 2002 New Autoshopper.com Study released Oct. 10.

Independent, third-party Web sites continue to lead the automotive Internet

marketplace, with 82 percent of automotive Internet users visiting such

sites compared to 83 percent in 2001. However, while traffic at independent

sites has leveled off, more consumers than ever before are visiting

manufacturer and dealer sites. The study, now in its fifth year, finds that

76 percent of automotive Internet users visited a manufacturer Web site in

2002, compared to 73 percent a year ago. Traffic to dealer sites improved to

48 percent, up from 46 percent in 2001, representing a 55 percent increase

since 1999.

"Over the past five years, the Internet has been a catalyst for change in

the automotive shopping process," said Scott Weitzman, senior director of

automotive Internet research at J.D. Power and Associates. "What we're

seeing today are consumers that are more empowered than ever before and a

dealer body more receptive and responsive to them."

Of the 60 percent of new-vehicle buyers who use the Internet while shopping,

88 percent visit automotive Web sites before arriving at a dealership for a

test drive. The average automotive Internet user visits seven Web sites

while shopping for a new vehicle and starts the online shopping process

nearly two months before they purchase.

Kelley Blue Book (kbb.com) is the most frequently visited automotive site

for the fifth consecutive year. Edmunds.com is rated as the most useful

automotive Web site for the second year in a row. Autobytel.com continues to

generate more online sales than any other site, but has lost some ground to

manufacturer sites such as GM BuyPower.com.

"The clear opportunity for providers is to turn online researchers into

online buyers," said Weitzman. "With just 4 percent of new-vehicle buyers

currently using the Internet as a purchasing tool, there is tremendous room

for growth for online buying services that provide customers with the

detailed features they're looking for."

The 2002 New Autoshopper.com study analyzes Internet behavior among

new-vehicle buyers. The study is based on responses from 27,383 consumers

who purchased a new vehicle in 2002.

Headquartered in Westlake Village, Calif., J.D. Power and Associates is a

global marketing information services firm whose quality and satisfaction

measurements are based on responses from millions of consumers annually.