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Automotive Research for OCR

• 2009 O.C. Spend: Automotive Sales, RVs, Motorcycle and Boats (Borrell)
• LA DMA Spend by Advertiser (TNS)
• OC Auto buying habits and preferences (Scarborough)
• Top Automotive Websites (Hitwise)
• OCRegister.com users and automotive interest (MORI)
• Top makes, models and dealer sales for 20009 (AutoCount)

OCRC Market Research Dept.


Summary
OC 2009 Projected Spend

• Estimated $198MM projected spend in the automotive sales category for 2009
in OC
• Approx. 173,230 per business
• The highest shares of the spend are in Interactive (28%) and NP (26%)
• 35% in display, 31% in Search, 24% email/direct; 10% streaming audio.
• $2.5MM in motorcycle scooter category
• 72% in directories; 8% broadcast TV; 5% in direct mail; 5% in NP
• $.5MM in the RV category
• 94% in directories
• $.4MM in Boats
• 73% in directories; 9% in Broadcast TV.: 5% in NP
2009 OC Projected Ad Spend - Automotive Category
Ad Spending Directed to: Orange County, CA Table 3
Annual Projection for SIC Group 551 NAICS: 4411 Automotive Sales
2009 Projection, as of Q1 Data All Projections in $ Millions
From Outside From Inside Total

Ad S
Media Choice The Market Share The Market Share Available Share
Newspapers $21.091 21.4% $30.416 30.6% $51.507 26.0%
Other Print* $13.877 14.1% $4.429 4.5% $18.306 9.2%
Directories $0.914 0.9% $2.127 2.1% $3.041 1.5%
Broadcast TV $13.824 14.0% $4.114 4.1% $17.938 9.1%
Cable TV $7.185 7.3% $3.473 3.5% $10.658 5.4%

Per
Radio $7.504 7.6% $13.576 13.7% $21.080 10.6%
Out of Home* $3.494 3.5% $0.390 0.4% $3.884 2.0%
Cinema $0.000 0.0% $0.857 0.9% $0.857 0.4%
Direct Mail $7.975 8.1% $5.018 5.0% $12.993 6.6%
Interactive $20.786 21.1% $33.997 34.2% $54.783 27.6%
Telemarketing $2.091 2.1% $1.038 1.0% $3.129 1.6%

$
2009 Projection $98.740 100% $99.435 100% $198.175 100%
* Includes Alternative/Business Newspapers and "Other Publications."

Share of Market's Projected '09 Ad Spending Total: 5.7%

Group Demographics

$
Business Locations: 1,144
Employees: 14,502
Average Employees: 13
From Average Per Employee Local Ad $$: $6,857
From Outside Sources: Borrell Data Base, Dun & Bradstreet; 2009.

Inside 49.8%

$
50.2%
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
2009 OC Projected Interactive Ad Spend -
Automotive Category

2009 Projection, as

Media Cho
Offline Ad Spending
Interactive Ad Spending
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
2009 OC Projected Ad Spend
Motorcycle/Scooter Category
Ad Spending Directed to: Orange County, CA Table 3
Annual Projection for SIC Group 5571 NAICS: 441221 Motorcycle/Scooter-Retail
2009 Projection, as of Q1 Data All Projections in $ Millions
From Outside From Inside Total
Media Choice The Market Share The Market Share Available Share
Newspapers $0.028 5.6% $0.105 5.1% $0.133 5.2%
Other Print* $0.019 3.7% $0.058 2.8% $0.077 3.0%
Directories $0.303 60.7% $1.528 74.8% $1.831 72.0%
Broadcast TV $0.063 12.7% $0.131 6.4% $0.194 7.6%
Cable TV $0.000 0.0% $0.018 0.9% $0.018 0.7%
Radio $0.005 0.9% $0.045 2.2% $0.049 1.9%
Out of Home* $0.012 2.4% $0.004 0.2% $0.017 0.7%
Cinema $0.000 0.0% $0.000 0.0% $0.000 0.0%
Direct Mail $0.041 8.1% $0.094 4.6% $0.134 5.3%
Interactive $0.026 5.1% $0.061 3.0% $0.087 3.4%
Telemarketing $0.004 0.7% $0.000 0.0% $0.004 0.1%
2009 Projection $0.500 100% $2.043 100% $2.543 100%
* Includes Alternative/Business Newspapers and "Other Publications."

Share of Market's Projected '09 Ad Spending Total: 0.1%

Group Demographics
From Business Locations: 158
Outside Employees: 1,296
19.7% Average Employees: 8
Average Per Employee Local Ad $$: $1,577
Sources: Borrell Data Base, Dun & Bradstreet; 2009.

From Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
Inside
80.3%
2009 OC Projected Interactive Ad Spend
Motorcycle/Scooter Category

2009 Projection, as

Media Ch
Offline Ad Spending
Interactive Ad Spendin
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
2009 OC Projected Ad Spend RV Category

Ad Spendin
Annual Projection
2009 Projection, as of Q1 D

Media Cho
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
2009 OC Projected Interactive Ad Spend
RV Category

2009 Projection, as

Media Ch
Offline Ad Spending
Interactive Ad Spendin
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
2009 OC Projected Ad Spend
Boats – Sales & Service Category

Ad Spending
Annual Projection f
2009 Projection, as of Q1 D

Media Choi
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
2009 OC Projected Interactive Ad Spend
Boats – Sales & Service Category

2009 Projection, as

Media Ch
Offline Ad Spending
Interactive Ad Spendin
Source: Borrell & Associates. Orange County Only 2009 Full Year Proj.
Summary: OC Car-buying behaviors
• 32% of OCR print and online readers are the principle decision makers for
their last household car purchase.
• Among OC household car-buying decision makers, 46% read OCR Print;
17% read OCRegister.com
• 9% of OCR print readers; and 11% of OCR.com readers plan on buying a
new car in the next year. (112,000 print or online readers plan to buy a
new car) OCR.com readers are 11% more likely to buy a new car in the
coming year than the average OC adult.
• 9% of both OCR print and online readers plan on buying a used car in the
coming year. (117,000 print or online readers plan to buy a used car)
• 2% plan on leasing a vehicle (23,000 print or online readers)
• OCRegister.com users are more likely to buy or lease a new vehicle than
the average OC adult
• OC Regitser print readers are just as likely to buy a new or used car as the
average adult.
Summary: OC Car-buying behaviors
• In the coming year, SUV’s are the most popular car households plan on purchasing (30K)in
OC. Then luxury vehicles (23K), then midsize cars (21K).
• All car types are down from prior year, except SUVs. Plans to buy a luxury vehicle are
down 44% from 2008; midsize car purchase are down 31%.
• The primary reason OC households use a dealer to buy or lease their last new car was
1. Price – value (31%)
2. Selection (19%)
3. Location (17%)
4. Reputation of dealer (15%)
• 75% did not buy their last used car from a dealer
TOP WEBSITES
• Auto Classifieds: eBay, Autotrader, cars.com, racingjunk.com, universal-salvage.com
• Motorcycles: bikerornot.com, harley-davidson.com, motorcycle-superstore.com
• Recreation: yesterdaystractors.com, autoblog.com, cardomain.com
2008-2009 Ad Spend by Category and Media
SUMMARY – With TOP Media Companies

CATEGORY
Car & Truck Dlr Assn: Asian
Car & Truck Dlrs, Sales & Lsg: Com
Car & Lt Truck Local Dealers: Asia
Use dollar amounts with caution – amounts based off open rate cards. May be overstated
Source: TNS Media Audit Oct 2008 – Sep 2009

Car & Truck Dlr Assn: Domestic


Car & Truck Dlr Assn: European &
Example: Top 50 Auto Sales Advertisers in the LA DMA

CATEGORY
Car & Truck Dlr Assn: Asian
Car & Truck Dlr Assn: Domestic
Car & Truck Dlr Assn: Domestic
Cars&Lt Trucks, Dmstc Factory: Sls
Car & Truck Dlr Assn: Asian
Cars&Lt Trucks, Dmstc Factory: Sls
Car & Truck Dlr Assn: European &
Car & Truck Dlr Assn: European &
OCRegister.com Users are more likely to buy a new or
leased car; OCR readers are auto-buying decision
makers in their households

County of residence
Orange, CA
Source: Scarborough Research 2009; Base: Orange County Adults
Vehicle Household Plans to Purchase in the
Next 12 Months. 2008 vs. 2009

2008 2009
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000
Y-O-Y
Change
30,205
Sport utility vehicle 0%
30,079

Luxury vehicle (any 40,805


-44%
size) 22,837

31,083
Midsize car -31%
21,351

21,964 -11%
Compact car
19,485

24,677 -37%
Van or mini-van
15,490

13,687 -45%
Pickup truck
7,582

13,891 -59%
Full-size car
5,724
Source: Scarborough Research 2009, r2; 2008 r2. Base: Orange County Households
Primary reason used a dealer to buy or lease
last NEW vehicle

2008 2009
0 5 10 15 20 25 30 35
Y-O-Y
30 Change
Price - value 31 1.5

19
Selection of makes/models 19 0.5

17
Location 17 0

14 0.8
Reputation of dealer 15
9 0.9
Service 10
14 -5.7
Other reason 9
7 1.5
Financing through dealer 8
-0.6
6
Warranty 5
Source: Scarborough Research 2009, r2; 2008 r2. Base: Orange County Households
Primary reason used a dealer to buy or lease
last USED vehicle

2008 2009
0 10 20 30 40 50 60 70 80 90
Y-O-Y
77 Change
Did not buy from dealer 75 -2
9
Price - value 11 2.1

Location 4
5 1.3

Financing through dealer 2 1.3


4
4 -0.8
Selection of makes/models 4
3 0.2
Reputation of dealer 3
2 -0.9
Service 1
2 -0.5
Warranty 1
0.4
Other reason 5
5
Source: Scarborough Research 2009, r2; 2008 r2. Base: Orange County Households
Model Type of any Car Owned or Leased

2008 2009
0 5 10 15 20 25Y-O-Y
Change
Domestic Sport/utility/special Purpose 1.9
Foreign Sport/utility/special Purpose 0.8
Foreign Luxury 1.5
Foreign Mid-size -0.9
Foreign Compact -2.4

Domestic Trucks 1.3


-4.8
Foreign Subcompact
-0.7
Foreign Trucks
0.8
Foreign Vans
-0.6
Domestic Vans
-1.6
Domestic Mid-size
-0.8
Domestic Compact
-1.2
Domestic Large
-0.1
Domestic Subcompact -0.3
Domestic Luxury 0.4
Source: Scarborough Research 2009, r2; 2008 r2. Base: Orange County Households
Foreign Large
Top 25 Websites in the
Automotive Classifieds Category
Unique Visitors by California Residents

Rank Site
1 eBay Motors
2 AutoTrader.c
3 Cars.com
4
Source: Experian Hitwise January 2009
Automotive.c
Top 25 Websites in the
Automotive Category
Unique Visitors by California Residents

Rank Site
1 eBay Motors
2 Department of M
3 AutoTrader.com
4
Source: Experian Hitwise January 2009
NASCAR.com
Top Vehicle Model Rankings
2009 – Orange County

Vehicle Model V
CAMRY T
ACCORD H

Source: Experian Autocount February 2009


COROLLA T
CIVIC H
E CLASS M
Top Vehicle Model Rankings
January 2010 – Orange County

Vehicle Model V
CAMRY T
COROLLA T

Source: Experian Autocount February 2009


ACCORD H
CIVIC H
E CLASS M
Top OC New Car Dealer Rankings
Nov 2009 – Jan 2010 (OC Sales)

Source: Experian Autocount February 2009


Dealer Name
FLETCHER JONES MOTOR
DWWTL INC/TUSTIN LEXU
Top OC Used Car Dealer Rankings
Nov 2009 – Jan 2010 (OC Sales)

Dealer Name

Source: Experian Autocount February 2009


CARMAX (BUENA PARK
CARMAX (IRVINE)
Search Terms driving traffic to Automotive - Classifieds
- 4 Rolling Weeks ending March 6, 2010

Rank Search Terms


1 ebay motors
2 autotrader
3 ebay
4 cars.com
5 autotrader.com
OCRegister.com Audience Survey

CLASSIFIEDS
MORI RESEARCH
For Orange County Register Communications

October 2009
OCRC Market Research Dept.
Demographics of OCRegister.com users who look for
Automotive related information online

Automotive All OCRegister.com


Readers Readers
Male 67.6% 44.2%
Female 32.4% 55.8%
Age 18-34 29.2% 35.4%
Age 35-54 52.8% 48.8%
Age 55+ 18.0% 15.8%
Average Age (yrs.) 43 41
Avg. Hhld Income $96,076 $97,661
Some College 35.3% 32.2%
College Grad+ 43.7% 50.9%
Employed 73.6% 72.7%
Home Owner 59.2% 56.5%
Married 58.0% 57.7%
Single (never married) 20.6% 21.2%
Hispanic Origin 18.9% 18.5%
Asian 13.3% 11.0%

Source: MORI Research 2009 – Base: All OCRegister.com visitors


Why Visited Site on Day of Interview

--Local news, including particular stories, and checking to see what is in the news in
general dominate stated reasons for visiting OCRegister on the day of the interview. Many
just to check to see what is newsworthy, and frequent updates reinforce that activity. Some
look for updates on particular stories, and others look for feature or other interests.
Results are coded from open-ended responses which should be reviewed for greater detail.
Local news, particular stories 29%
Check news, current news (general) 20%

Check headlines, breaking news 7%


Followed link from other site, email 6%

Sports 6%

Travel, entertainment, lifestyle 6%

Columnists/Blogs 5%

Other sections/features 5%

Subscription, delivery, vacation hold 3%

Ads, classifieds, coupons 4%

Weather 2%

Base: Why did you visit OCRegister.com today? (Open-end) , N=1140 OC


Typical Weekday Usage Location
--Considering the typically strongest traffic during the morning and afternoon hours, it may
be surprising that users on average say that home is the most likely weekday venue for
visiting OCR.com.

--Younger adults and the most frequent visitors are above average for work locations.
Greater home-access would be encouraging for growing audience.

Mobile device usage


becoming significant;
highly skewed to 18-34’s.

Base: On an average weekday (Monday-Friday) from which location do you usually access
OCRegister.com? N=1,140 OC
Desired Coverage for OC Local News & Info Site: Ranked Items

--This and the next page rank the 48 topic items tested. The top clear top four—breaking news, top
local news, local crime and neighborhood events—are 20 points on average ahead of the next group
which average around 42%. The items in the right column represent significant but more specialized
interest groups.

Breaking news 72 Cooking and recipes 37


Local news of the day 66 Special advertising offers, 35
Local crime and safety 56 coupons
information Employment opportunities & info. 34
Reports on events in your 56
neighborhood Local columnists 34
Weather forecasts 43 Health and medical news 32
Local business news 43 Technology and science news 32
Statewide news of the day 42 International news of the day 31
Local traffic conditions/road closures 42 Movie listings 30
Home and garden 28
Information about restaurants 42
Movie reviews 28
Community calendar/local events 42
Pro sports 26
National news of the day 40
School
Base: Which, if any, are you very interested in seeing closing and information
on OCRegister.com or another local26
news and information Web site? N=1,140 OC
Desired Coverage for OC Local News & Info Site: Ranked Items

--These topics are even more specialized as interests and have lower interest ratings but those who
follow them often feel strongly about them.

Real estate related information 24 Photo galleries 19


Contests 24 Obituaries 18
Games, puzzles, etc. 23 College sports 18
Tourist information about the local 22 Local business directory/listings 18
area
TV listings and reviews 16
Travel news and information 22
Blogs, reader comments, or chat 15
Local sports 22
Local discussion forums 13
Lottery results 22
Prep sports 11
Financial markets and stocks 22
Religion 11
Legal and financial information 21
Computer, online, or video games 10
Classified ads 20
Automotive related information 10
Opinions 20
Videos 8
Personal ads 6
Gaming information 5

Base: Which, if any, are you very interested in seeing on OCRegister.com or another local
Auto Information — Web Sites Visit Most Often

--18% of OCR.com average day users said they have searched the site’s auto listings some time in the
past. The OCR sites presently are not strongly positioned against the many specialized online auto
resources, some of which provide greater functionality for comparison shoppers.

Base: Which of the following Web sites do you visit most often to search for automotive
information? N=1,140 OC
Cars, Jobs & Homes –
Websites Visited

Visit Visit Most Often Past 6 months


Info type Any website OCRegister.com OCRegister.com
Jobs 58% 24% 50%

Real Estate 54% 26% 37% (to rent)


12% (to buy)

Automotive 48% 8% 19% (to buy)


Content Interests And Topic Satisfaction for OCR.com Coverage
--The next slides review several types of information for each topic: Interest rating, an impact score on
general satisfaction with OCR.com, and topic, and direct satisfaction ratings for that topic among those
who are interested in it.

--We see pockets of dissatisfaction for crime, neighborhood reporting and events calendars.
Enhancements (e.g., crime mapping, more complete, easy to use info.) could further increase satisfaction.
Interest Impact on Very/ Not Intereste
Local News: 91% Net Interest for Total Somewh Satisfie d But
OCR.com Satisfacti at d Never
on Satisfied Use

Breaking news 72 98 70 24 6
Local news of the day 66 81 77 18 5
Local crime and safety information 56 62 60 33 7
Reports on events in your 56 42 53 38 9
neighborhood
Weather forecasts 42 54 73 17 10
Local business news 43 32 66 27 7
Local traffic conditions/road closures 42 43 58 27 15
Community calendar/Local events 42 38 58 30 12
School closings and information 26 27 50 28 22
Obituaries 18 72 63 23 14
Averages 46.3
Base: Orange County area site users, N=1,140 OC 55 62.8 26.5 10.7
Content Interests And Satisfaction With OCR.com
--Fewer site users expect state, national and international news compared to local, but they tend to be
stronger news consumers, and they are more likely dissatisfied with coverage.

Expectations and reputation for financial reporting are low. Technology, science, health and medicine
appear to have potential for growth. Health care is very big now, obviously, and sorting through the
great volume of coverage likely is very difficult for many consumers.

Interest Impact on Very/ Not Interest


for Total Somewh Satisfied ed But
External News: 89% Net OCR.com Satisfacti at Never
Interest on Satisfied Use

Statewide news of the day 42 37 59 30 11


National news of the day 40 37 59 32 9
International news of the day 30 25 50 37 13
Technology and science news 30 42 60 27 13
Financial markets and stocks 22 (-5) 48 30 22
Health and medical news 32 45 57 27 16
Averages 32.7 37 55.5 30.5 14

Base: Orange County area site users, N=1,140 OC


Content Interests And Satisfaction With OCR.com
--This is an important, if fragmented, segment. Movies and restaurants lead, as is typical, and top
coverage is essential. Photo galleries have a modest interest rating but an avid audience. Videos are a
small niche that has been difficult for newspapers to exploit. Effective search and up-to-date content is
very important .
Leisure, Entertainment: Interest Impact Very/ Not Interest
for on Total Somewh Satisfied ed But
81% Net Interest OCR.com Satisfacti at Never
on Satisfied Use

Information about restaurants 42 52 60 27 13


Movie listings 33 42 63 19 18
Movie reviews 28 46 55 25 19
Games, Puzzles etc. 23 77 46 30 24
Tourist information about the local 22 63 49 29 22
area
Travel news and information 22 51 57 27 16
Contests 24 84 52 33 16
Lottery results 22 74 59 22 19
Photo Galleries 19 109 72 20 8
TV listings and reviews 16 57 48 28 25
Computer, Online or Video Games 12 41 35 43 22
Videos 8 71 66 24 10
Base: N=1140
Gaming OC for interests,
Information (smallvariable
base) for ratings. 5 70 36 46 16
Content Interests And Satisfaction With OCR.com
--Readers interested in opinion are likely to check these features at OCR.com (note the low numbers in
the never use column). The dissatisfaction with discussion forums and reader comments likely points to
the common industry problem of monitoring. The low impact score for forums may mean that this
content often attracts highly critical participants.

Interest Impact on Very/ Not Interest


Opinion: 47% Net Interest for Total Somewh Satisfied ed But
OCR.com Satisfacti at Never
on Use
Satisfied

Local columnists 32 35 71 19 10
Opinions 20 40 66 23 11
Blogs, Reader comments, or Chat 15 37 65 30 5
Local discussion forums 13 12 52 32 16
Averages 20 31 63.5 26 10.5

Base: N=1140 OC for interests, variable for ratings.


Content Interests And Satisfaction With OCR.com
--Interest in employment, special offers and coupons likely is elevated a bit due to the recession. This
group’s items have fairly modest interest ratings but they cume to 70% of users. Satisfaction, however, is
the weakest among the topic groups.

Interest Impact on Very/ Not Interest


Advertising: 70% Net Interest for Total Somewh Satisfied ed But
OCR.com Satisfacti at Never
on Use
Satisfied

Employment Opportunities & 33% 72 47 37 17


Information
Special Offers/ coupons from 32 50 38 45 18
advertisers
Real Estate Related Information 23 32 59 31 9
Classified ads 20 99 63 27 10
Legal and financial information 20 32 52 28 20
Local business directory/listings 16 76 46 33 21
Automotive/ Related Information 10 72 51 36 12
Personals ads 6 62 40 32 28
Averages
Base: N=1140 OC for interests, variable for ratings.20 62 49.5 33.6 16.9
Content Interests And Satisfaction With OCR.com
--The relatively high interest in food and modest interest in sports reflects the gender composition of the
site audience. The lack of a NFL team in the market also is a limiting factor. Prep sports also tends to be
a niche in most areas of the country. Satisfaction scores are weak for several topics on this page.
Interest Impact on Very/ Not Intereste
Lifestyle: 50% Net Interest for Satisfactio Somewh Satisfied d But
OCR.com n at Never
Satisfied Use

Cooking and recipes 37 51 45 35 20


Home and garden 28 44 62 22 16
Religion 11 43 46 38 16
Averages 25.3 46 51 31.7 17.3

Sports: 39% Net Interest


Pro sports 24 54 71 23 6
Local sports (Youth, semi-pro, clubs) 22 43 71 16 12

College sports 18 27 56 36 8
Prep sports 11 40 61 33 6
Averages 18.8 41 65 27 8.0
Base: N=1140 OC for interests, variable for ratings.
Content Interests by Impact on Satisfaction

High Impact

Niche strengths Core


strengths

Low Interest High Interest

Low priority Opportunity

Low Impact
Interest in Ads on Local Sites

--This slide indicates that there is a reader market for this type of advertising. The numbers would be
higher if targeted on those who are in the market for particular items, and such an analysis can be
pursued further with this data set.

--This and following slides


review shopping-related
behaviors and plans
relevant for telling
OCRegister.com’s story to
advertising partners.
More customized profiles
can be extracted from the
data set.

Base: Which of these, if any, you are VERY INTERESTED in seeing or hearing advertised on any
OCR.com Sections: Used Past 6 Months or in Next 6 Months

--The shopping (coupons and listings) number is fairly strong, although it is not clear if respondents
were segregating this from the classified categories. Consumers, however, are very interested in
finding bargains and coupons because of the weak economy, and this need might be something to
build upon.

Base: Which of these OCRegister.com sections did you use in the last 6 months or expect to
use in the next 6 months? N=1,140 OC
Vehicle Shopping Sources Expected to Use
--The previous slide indicated that OCR.com is not the top-of-mind first choice for auto shopping, but
shoppers have every incentive to check many sources, since it is so easy to do online. So here
OCR.com is more competitive as a place to check among this audience. Among the general
population, however, there clearly is work to do.

Base: If plan to shop for vehicle in next 6 months, N=220


Which of the following motor vehicle information sources do you expect to use in your search
in the next six months?
Planned Vehicle Shopping If Expecting to Shop in Next 6 Months

--19%, or 1 in 5 of OCR.com site users in the local area plan to buy a car, truck, van or
motorcycle in the next six months. This group breaks down as follows for particular types
of vehicles.

Net New vehicle 62% Net Used Vehicle 56%


New car 41 Used car 40
New SUV 21 Used SUV 14
New hybrid vehicle 13 Used truck 9
New truck 11 Used Hybrid 6
New minivan 4 Used minivan 3
New motorcycle 3 Used motorcycle 2
New ATV 3 Used recreation vehicle 4
New boat 1 Used ATV 2
New recreation vehicle 2 Used boat 1
New tractor 1

Base: (If plan to shop for new or used vehicle in next six months) For which types of new or
used vehicles do you or household members plan to shop in the next 6 months? N=220
Characteristics of Online Automotive Information Seekers

Among those who:


• Search for auto info online, they skew male; and 18-54. They
make >$100K HHI.
• Use OCRegister.com for auto info info; skew female and 18-35.
They are more likely to read the Register print.
• Are very interested in seeing auto info on ocregister.com, they
skew male and 35-54. They are more likely to read the Register
print.
• Ever searched for auto listings on ocregister.com, no specific
gender or age. Skew >$50K HHI.
Among Automotive Info Readers, they’re more likely to be interested in the
following online news topics:

Section Readership
Automotive Related Inf
Employment Opportuni
Local traffic conditions/
Top 25 Websites in the Motorcycle Category

Rank Site
1 BikerOrnot
2 Harley-Davidso
3 Motorcycle-Sup
4
Source: Experian Hitwise Januar 2009
BikeBandit.com
Top 25 Websites in the Recreation Category

Rank Site
1 Yesterday's Tr
2 Autoblog.com
3 CarDomain
4
Source: Experian Hitwise January 2009
TheSamba.com
For more info:
Contact
Aimee Larson
Market Research Dept.
714-796-6829