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%

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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

sales.au@sparcmedia.com Suite 501-502, Lv 5 Grafton Bond

Building

201 Kent Street, Sydney NSW 2000