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WESTLAKE VILLAGE, Calif. — J.D. Power and Associates believes 77 percent of new-vehicle buyers use the Internet during the shopping process. So which websites do these potential buyers use the most?

Turns out, more than two-thirds of these shoppers visit at least one manufacturer website in the six months leading up to purchase. J.D. Power pinpointed the figure at 68 percent.

An even larger percentage — analysts think it's nearly eight in 10 — visit at least one third-party website.

These assertions came in the recently released 2010 Web Site Performance Tools Report — Wave 1, a collaborative effort between J.D. Power and Compete.

"Understanding the shopping patterns of new-vehicle buyers prior to purchase is key for both manufacturer and third-party marketers seeking to secure the right ad placements, alliances and referral budgets," explained Arianne Walker, director of marketing and media research at J.D. Power.

In each of the discrete six months preceding vehicle purchase, analysts contend greater proportions of buyers visit third-party websites compared with manufacturer websites. Although, they believe this pattern changes during the actual month of purchase.

During the month of purchase, J.D. Power found visitation to manufacturer websites increases to match visitation of third-party websites — with 31 percent of all new-vehicle buyers visiting each type of website.

Among third-party websites, AutoTrader.com, Edmunds.com and Kelley Blue Book's Kbb.com garnered particularly high visitation rates from buyers overall. Analysts believe several third-party websites are the first stop for buyers shopping online.

Approximately 7 percent of new-vehicle buyers who use the Internet while shopping visit Edmunds.com before any other automotive website, according to the report.

Individually, analysts revealed eBay Motors and Kelley Blue Book are the first websites visited by 6 percent of vehicle buyers shopping online.

Among manufacturer websites, the report uncovered that Ford, Honda and Toyota attract particularly high visitation rates. In addition, the report found approximately 3 percent of all new-vehicle buyers who use the Internet while shopping started the process on the Honda brand website.

"New-vehicle buyers are using both third-party and manufacturer websites at high rates in order to help them make informed decisions about purchasing a new vehicle," Walker shared.

"Therefore, it is critical that automotive brands and marketers understand which types of information are being sought on the various types of websites," she continued.

Among buyers who visit third-party websites, analysts learned inventory search is the most popular tool. They determined 25 percent of buyers accessed this type of information. Among buyers who visit manufacturer websites, vehicle building tools are used most frequently at a rate of 29 percent.

"It is important for manufacturers and third-party websites to work together to provide shoppers with the most relevant information in the formats and locations they expect," Walker emphasized.

"Understanding where shoppers go and what information they seek on those websites is critical in meeting shopper needs and providing a good experience," she added.

Authors explained the J.D. Power/Compete 2010 Web Site Performance Tools — Wave 1 results are based on click-stream behavior of new-vehicle buyers purchasing a vehicle between January 2008 and December 2009.