Communications & Context

Kathleen Schmatz, vice president and group publisher at Babcox, explored the issue of aftermarket connectivity in terms of Internet adoption rates over the past five years. In a longitudinal study, Babcox Research determined that Internet access by members of the aftermarket has exploded, growing from 15 percent five years ago to about 75 percent as of January 2000. Adoption rates for five separate aftermarket segments were detailed.

Research indicated that industry members who have access to the Internet (in the shop, at home, or both), 68 percent use it for automotive research, 64 percent for e-mail, 49 percent for locating parts, 56 percent for personal purchases, and 32 percent for training.

One of the most powerful uses of the Internet is on-line news usage. Madig & Associates has determined that "nearly one-in-four consumers go online at least four days each week to retrieve current events information." There has been a fundamental change from linear style programming to personalized style as an absolute rule in Internet news models. What logs on Internet users and keeps them on-line is the powerful combination of Web-based information with 'push' e-mail headlines and information.

Within this context, Schmatz said that it is imperative that publishers re-evaluate their role and embrace technology, be more sensitive to their customer categories, connect buyers and sellers, precede customer needs while matching the market, and invest in resources.

Babcox's aftermarketnews.com is an example of putting that philosophy to work. This aftermarket-exclusive news and information portal stresses context and content for our industry's executive-level audience, utilizes 'push' technology daily, and offers other exclusive analysis, commentary and forums.

4600 East-West Hwy.
Bethesda, MD 20814

Phone:
240-333-1089

Fax:
301-654-3299

E-mail:
acc@aftermarket.org