Australian Automotive Consumer Insights

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    21-Apr-2017

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2015-2016 AUSTRALIAN AUTOMOTIVEINDUSTRY INSIGHTS by SPARC MEDIAData collected from Pureprofile Research Panel in April 2016. n = 500

Results through Insights

PURCHASE DECISIONS USING ONLINE RESOURCES74% will start the search for their next car online

of which 31% will first go to search enginesand 30% directly to car brand websites.

Results through Insights

BRAND LOYALTYare happy to switch brands.are loyal customers and would stick to the same brand.72%28%

Results through Insights

MOTIVATIONwill 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 CARPRICE SAFETY & RELIABILITY72% 29%RUNNING COSTS11%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 PRICE10 km30 km50 kmMore than 50 km

23%22%13%35%

Results through Insights

OPPORTUNITIESMotivationPeople 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 LoyaltyLack 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 sales.au@sparcmedia.com Suite 501-502, Lv 5 Grafton Bond Building201 Kent Street, Sydney NSW 2000

Results through Insights

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