The Winter @Plan survey results reveal that the U.S. online population age 18 or older, is less likely to purchase a car / truck in the next 6-months when compared to the Fall results (10.1% vs. 11.8%). I’m sure none of this is shocking news, but simply another confirmation of the economic times. The opportunity lies in understanding where those consumers with the highest probability to purchase in the next 6-months go online. This kind of market intelligence will allow for savvy online ad spend and higher ROI.

The above five automotive sites naturally over-index in likelihood to purchase a car / truck in the next 6-months. Below is a sneak peek of five out of 500+ general interest ad-supported sites where visitors are yielding a higher probability to purchase a car / truck in the next 6-months relative to the U.S. online population. These types of sites that over-index on likeliness to purchase a car / truck should be considered in the automotive online advertising plan for 2009.

Social media continues to grow at a rapid pace. Facebook, for example, enjoyed a 115% increase in unique audience from September 2007 to September 2008 and a 66% increase in online discussion from December 2007 to October 2008.

As some of the largest advertisers in the world, it is important for the automotive manufacturers to understand the growth in this area. When looking at these audiences - and whether they are appropriate for an ad campaign or social media group - it is also interesting to understand what types of vehicles these visitors are more or less likely to own.

Facebook visitors are more likely to own a VW, Audi or Subaru, while myspace visitors are more likely to own a Mitsubishi or Pontiac. Facebook and myspace visitors are less likely than the average Internet user to own a Saab, Lexus, Cadillac or Lincoln .

*Source: Nielsen Online Services: @Plan Fall 2008, NetView US Home & Work; and BuzzMetrics.