Australian Automotive Consumer Insights
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Transcript of Australian Automotive Consumer Insights
Results through Insights
2015-2016 AUSTRALIAN AUTOMOTIVEINDUSTRY INSIGHTS by SPARC MEDIA
Data collected from Pureprofile Research Panel in April 2016. n = 500
Results through Insights
PURCHASE DECISIONS USING ONLINE RESOURCES
74% will start the search for
their next car online
of which 31% will first go to search engines
and 30% directly to
car brand websites.
Results through Insights
BRAND LOYALTY
are happy to switch brands.
are loyal customers and would stick to the same brand.
72%
28%
Results through Insights
MOTIVATION
will look for a new car in order to upgrade to a better one.
only a fraction are motivated by wanting something more environmentally friendly.
32%
1%
Results through Insights
IMPORTANT CONSIDERATIONS WHEN LOOKING TO BUY A CAR
PRICE SAFETY & RELIABILIT
Y
72% 29%RUNNING
COSTS
11%
Only 4% consider brand to be the most important factor and 3% rate in-car technology as the most important.
Results through Insights
DISTANCE PEOPLE WILL TRAVEL IF THEY SAVED
5% ON THE PURCHASE PRICE
10 km 30 km 50 km More than 50 km
23%22%13% 35%
Results through Insights
OPPORTUNITIES
MotivationPeople are driven by the motivation to upgrade to a
new car. Use this as a driver in
your advertising campaigns.
ReachMajority of your customers begin
their search online. Reach them with
Programmatic Advertising.
PricePrice is a big factor
in purchase decision. Target
advertising around value for money.
Brand Loyalty
Lack of brand loyalty provides you the opportunity to persuade people to switch brands, with the right message.
Results through Insights
CALL US TODAY!
www.sparcmedia.com(02) 8206 8844
[email protected] Suite 501-502, Lv 5 Grafton Bond
Building
201 Kent Street, Sydney NSW 2000