Edmunds.com's "Consumer Vehicle Consideration by Manufacturer" for a specified period is the percentage of visitors to www.edmunds.com who viewed vehicle content (pricing, reviews, specs, photos, etc.) about a specific new vehicle, as a share of visitors who viewed similar content about any new vehicle within the same manufacturer segment. Totals will always exceed 100% since many visitors view content about multiple vehicles.
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.