Dataium Research Shows Black Friday Was Like Any Other Friday For Auto Dealers

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Huge incentives lure shoppers away from malls to automotive websites over Thanksgiving weekend

Aided by deep discounts, domestic models Lincoln MKZ and Buick Enclave, were the big winners on Black Friday.

According to Dataium, the largest aggregator of online automotive shopping activity, the hefty discounts and incentives offered by car manufacturers helped to maintain consumer interest over the Thanksgiving weekend. Visitor traffic to auto websites on Black Friday was down by less than 6% over a typical Friday, as compared to last year which saw over 200% decline in traffic. Additionally, the overall number of visitors searching and submitting leads on dealership websites remained stable.

As compared to an average Friday, luxury manufacturers, BMW and Cadillac, saw gains in unique visitors on Black Friday, up 9% and 6% respectively. While Toyota and Mazda experienced slight losses, both down almost 13%.

Aided by deep discounts, domestic models Lincoln MKZ and Buick Enclave, were the big winners on Black Friday, boosting leads by 1475% and 531% respectively. Close behind the domestics was the import from Germany, the Volkswagen Tiguan, which boosted by financing and leasing deals, was one of a few models to enjoy higher searches and leads than an average Friday.

"Overall this was a good Thanksgiving weekend for most auto dealers," stated Eric Brown, CEO of Dataium. He continued, "The online interest generated over the weekend should translate into improved sales over the remaining holiday season and through the New Year."

Through proprietary data collection and analytics, Dataium aggregates and measures billions of auto shopper behavioral events from over 40 million active auto shoppers across a network of diverse automotive websites. Dataium not only provides data and research on auto shopper/buyer behavior nationally, but by specific makes, models, vehicle segments, and markets, as well. Dataium reports and dashboards are available on a subscription basis or may be customized to access real-time updates to measure in-market lead behavior, advertising effectiveness, digital marketing performance, and website design proficiency. For more information, visit, or call 877-896-DATA (3282).

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligenceā„¢ platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 40 million active auto shoppers. The company supports cutting-edge data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, VisiCogn® INSITE, and is also known for its ASIā„¢ index. For more information, visit, email: info(at)dataium(dot)com, or call 877-896-DATA (3282).


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