Yahoo: Search Drives Users To Car Sites

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Yahoo Search Marketing and Compete say one in five people arrive at car sites via search engines.

Vroom! Yahoo and Compete reviewed the clickstream data of 2 million users and interviews with 846 vehicle purchasers. They found that in June 2005, over 20 percent arrived on car-related web sites from a search engine.

According to MediaPost, data from Yahoo, Google, MSN, Ask, HotBot, and Lycos, along with that of 26 automotive sites, showed an increase of users starting their trip from a search engine to a car destination. In July 2004, only 17.5 percent began their journey with a fill-up at a search site.

Consumers have displayed a streak of savviness in their quest for car data. Out of some 25 million car info visitors, 20.5 million headed for third-party informational sites like Edmunds or Kelley Blue Book, according to Yahoo’s study.

The price per click has increased a bit for auto-related keywords. An average of $1.68 for terms in the automotive category went up from $1.54 in September 2004. Car brand names and models seem to be the focus of third-party keyword buyers. 46 percent of searches for those terms ended up on third-party sites.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.

Yahoo: Search Drives Users To Car Sites
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