Edmunds.com's "Consumer Vehicle Consideration by Category" for a specified period is the percentage of visitors to www.edmunds.com who viewed vehicle content (pricing, reviews, specs, photos, etc.) about any new vehicle within the specified vehicle segment, as a share of total segment consideration. Always totals to 100%.
Edmunds.com believes that when tracked over time, "consideration" is a metric for measuring marketing effectiveness. While consideration is the first step toward purchase intent, not every visitor who views new vehicle content is currently in the market to buy a new vehicle.