Men Account for About 80% of Visits to Vehicle Parts Websites, Versus Half for the Typical Site
On vehicle parts and accessories websites connected to Diib, men account for about 81% of visits where Google estimated the visitor's gender and age, compared with 49% on the typical website. The gap held in every month of the past year.
If you sell vehicle parts or accessories, your website visitors are probably very different from the typical website's, so a generic idea of "the customer" can steer your photos, wording and ad audiences wrong. Your own numbers matter more than the industry median, and knowing your mix lets you choose on purpose whether to serve your core audience better or try to reach the visitors you're not getting yet.
Google Analytics estimates the age and gender behind some of your website visits. It can’t do this for every visit, so its demographics report only covers visits where Google has an estimate. Diib looked at that report to see who visits vehicle parts and accessories websites.
What the data shows
Diib used each site’s most recent Google Analytics demographics data from roughly the last 90 days (as of October 2026). It counted only visits where Google estimated both the visitor’s gender and age:
- On the median vehicle parts website (186 sites), men accounted for 81% of visits. On the median site across all 14,753 websites in Diib’s data, the figure was 49%.
- This isn’t a handful of sites driving the number. Three out of four vehicle parts sites got at least 73% of their visits from men.
- It held over time. In each of the last 12 complete months (October 2025 to September 2026), the median vehicle parts site got 80% to 84% of its visits from men. For all websites, the range was 49% to 51%.
- Visitors also skew a bit older. People aged 45 to 54 made up 21% of visits on the median vehicle parts site, versus 17% for all sites, and that was higher in every one of the same 12 months.
What this does and doesn’t tell you
This is aggregated Diib data from websites connected to Diib, so it reflects those businesses rather than every parts store. Google’s age and gender figures are estimates, and they leave out visits Google can’t classify. The data shows who visits. It doesn’t show who buys, or who a purchase is for.
It’s also worth reading the other side of the number. On the median vehicle parts site, about 1 in 5 visits came from women. That group is real, but it isn’t the audience most of these sites are getting.