Dataium Report: Auto Shopping Already Shows Signs of Recovery in Wake of Hurricane Sandy

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Nissan dealerships in the Northeast exhibit positive momentum despite Hurricane damage

Dataium
The pre-hurricane data speaks to the power of uncertainty to impact consumer behavior. The post-hurricane data speaks to the heart and soul of the American consumer to rise above tragedy and persevere.

Dataium, the largest aggregator of online automotive shopper behavior, today released a new report detailing the impact of Hurricane Sandy on online automotive shopping. The report reveals that while online auto shopping declined in the days preceding the storm, the trend started to reverse course on October 29, the day the storm made landfall. However, the immense devastation caused by the hurricane has prevented Northeast consumers from completely returning to pre-hurricane car shopping levels.

After significant declines in the days leading up the hurricane, lead submissions on dealership websites increased 12% the day the hurricane made landfall, with Connecticut and Virginia seeing the most growth, up 55% and 25% respectively, from previous day. Conversely, Maine and New Jersey were the only states impacted by the storm to show declines on October 29, down 39% and 16% respectively. Additionally, post-hurricane lead submissions have demonstrated gradual daily increases, but are down 13% as compared to last month.

In terms of brands, imports are faring slightly better than their domestic counterparts, experiencing a small, but speedier resurgence from the considerable declines on the days that preceded the storm. Despite the prevalence of large incentives and special pricing currently being offered by almost all auto manufacturers, only a few brands, like Nissan for instance, have exhibited consistent growth in lead submissions post-hurricane.

Eric Brown, Dataium CEO stated, "The pre-hurricane data speaks to the power of uncertainty to impact consumer behavior. The post-hurricane data speaks to the heart and soul of the American consumer to rise above tragedy and persevere."

Through proprietary data collection and analytics, Dataium aggregates and measures billions of auto shopper behavioral events from over 20 million active auto shoppers across a diverse network of thousands of automotive websites each month. Dataium not only provides data and research on auto shopper/buyer behavior nationally, but by specific makes, models, vehicle segments, and markets.

The report on the impact of Hurricane Sandy on auto shopping is available for purchase at http://www.dataium.com/library and can be customized by make, model, segment, and state. Additionally, Dataium offers reports and dashboards on a subscription basis which may be customized to access real-time updates to measure in-market lead behavior, sales forecasting, advertising effectiveness, digital marketing performance, and website design proficiency.

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 20 million active auto shoppers monthly. The company supports cutting-edge data collection and reporting technology; VisiCogn® Knowledge Center, and is also known for its ASIā„¢ index. For more information, visit http://www.dataium.com, email: info(at)dataium(dot)com, or call 877-896-DATA (3282).

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Tarynne Rodney
Dataium
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