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Automotive Industry Social Network Traffic Statistics

Top 5 Automotive Industry Social Network Traffic Statistics from Compete, Inc. for 12 months ending August 31, 2011...


The sites (including subdomains) submitted to Compete, Inc. for monitoring include:





Since these sites are actively trying to get people in the auto industry to come back to them on a regular basis, it is useful to also examine their total number of visits, which would include members returning for multiple visits throughout each month being tracked.

Views: 320

Tags: Automotive, Industry, Network, Social, Statistics, Traffic


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Comment by Tom Gorham on July 19, 2011 at 12:39pm
Thanks Ralph, that makes a lot of sense. I think fragmentation is an increasing problem both in this venue and the Internet at large. And of course, you are absolutely right about the dcline in the number of dealerships.

I'm not 100% sure it's good for the industry or the public that is being fragmented on the Internet. But that's something that is surely open to debate.

My experience with the increasing number of sites I visit daily and weekly is similar to yours (as well as the number of emails I read because I'm afraid I will miss something). Anyway, I'm getting ready to hop a plane to Vegas. Thanks for the info. Great post!
Comment by Ralph Paglia on July 19, 2011 at 9:30am

Tom - I have done a lot of research into what you have noticed, that if you add up the total Unique Visitors for all 5 sites tracked, those grand totals have steadily declined since 2009... There are several theories, or factors that play into these numbers, but the one word that would seem to be the most relevant is "FRAGMENTATION".  With the emergence of hundreds of blogs, Facebook Pages, YouTube Channels and the online media published by the auto industry's established news sources, such as Automotive News and Dealer Magazine, there are far more online resources available today for automotive professionals than there was 2 or 3 years ago.  And, just like when TV went from 3 dominant networks to hundreds of cable channels, the audience has been fragmented.  


Combine all that with the closure of more than 2,300 dealerships over the past 3 years, and the reduced head counts in many remaining dealerships and you have a declining total targeted audience for automotive industry specific sites.


All of this additional content and increased number of online resources is good for the industry as people have more choices and the total volume of content and relevant materials, tools, files and know-how proliferates across hundreds of sites.  In early 2007 I had basically one site I visited on a daily basis, and that was Jeff Kershner's DealerRefresh... By the end of 2008 I had 4 sites I visited daily, and by the end of 2009 I had at least 8 sites I went to on a regular basis... Today, I have dozens of sites, pages, groups, channels and networks that i check out over the course of each week. And, as we all know, there are only so many hours in each day!

Comment by Ralph Paglia on July 19, 2011 at 9:15am

Michael - I am not sure why the spikes in June 2010, Aug 2010, Feb 11 and March 11, but having watched these charts for over 3 years I can tell you, and you can see, that traffic to the 5 sites being tracked tends to move in trends and with each other... You can see that traffic rises and falls to all 5 of the sites in patterns that are similar.  One theory I have, and Google Analytics shows this, is that since there is far more traffic on Mondays, and week days in general, that any month with an extra Monday will show a spike.  Likewise, months with extra Saturdays and Sundays will generally show lower total traffic counts.


Check out the daily Unique Visitor tracking chart towards the bottom of the main page and you can see that Mondays are generally the highest traffic days with over 4 times the traffic of a Saturday or Sunday.


There are also content items which drive spikes in traffic, such as the spike you see in ADM's March 2011 visitor counts. and which you will see for July 2011 due to Jim Ziegler's article and Daymond Decker's Google+ Invitation Forum post.

Comment by Michael on July 18, 2011 at 6:13pm
Ralph: Ty for the continual cascading of 'relevant' information to all. What was the spike in trend upward with ADM likely caused 'from' from Jan-March before the Fall?
Comment by Tom Gorham on July 18, 2011 at 5:05pm
Hi Ralph, do you have any insights you can share about these numbers and why they are down compared to last year?
Comment by Jeff Kershner on July 17, 2011 at 9:08pm

Ahh, my favorite ADM post. It's the one that always grabs my attention in my RSS feed.


Ralph I know you love it when I comment here.. :) I do it just for you. Most of the other articles I somehow find across other industry sites or other vertical sites all together (with the words "Automotive Marketing" removed of course).


This is an example of "when keeping it real goes wrong". Knowing the stand up guy you are, you may want to eventually figure out how to include our DealerRefresh Forum traffic into the mix. It amazes me how much unshared traffic we receive each month between the forum and the blog.

If you ever need help calculating the numbers for the forum, while removing the shared traffic between the 2 sites (to keep it fair), let me know and I'll do what ever I can to help. :)


By the way - I hope everyone has read Edmunds TMV vs TrueCar – Dealers, wake up!



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