ALISO VIEJO, Calif. — In 2009, its first full calendar year of business, automotive video review site OnCars.com generated Web traffic of approximately 33.24 million video views, more than 16 million of which came during the fourth quarter, according to Google Analytics Event Tracking.
The company hit traffic of just under 2.1 million views during the first quarter of 2009 before climbing to more than 6.21 million views in the second period.
The third quarter saw approximately 8.75 million views before another strong quarterly climb in the final period.
Moreover, officials noted that more than two-thirds (68 percent) of the videos were watched from start to finish. The average visitor stayed on the site for eight minutes and 16 seconds per visit.
"The mission of OnCars is to convey the emotional proposition of every vehicle we review," noted Emile Bouret, OnCars.com road test and design editor.
"Our goal is to speed the consumer's journey from awareness, to consideration to purchase intent by intimately exploring the design, interior and performance of the cars reviewed," Bouret added.
Continuing on, the company noted that Omniture, Visible Measures and comScore Media Metrics Hybrid 360 also measured the site.
Breaking down some of the site's metrics in more detail, officials pointed to Nielsen Media Research that indicates that people between 25 and 54 years old represent 58 percent of the site's visitors.
As far as household income, almost two-thirds (64 percent) make at least $50,000 and close to half (46 percent) pull in $75,000 or more.
Meanwhile, 29 percent of visitors have household incomes of at least $100,000.
Moving on, the proportion of the OnCars.com audience that conducted new-car purchase research within the last 30 days was at 45 percent.
Additionally, a quarter of the site's visitors are often asked for advice on vehicle purchases.
Citing Nielsen research, the likelihood of a OnCars.com visitor having definite new-car purchase intent within the next six months is three times greater than the average Internet user.
Finally, sharing data from comScore, officials noted that 52 percent of the site's visitors are male, while 48 percent are female.