What grabs the attention of Australians shopping for a car?
New research conducted by NewsMediaWorks takes a deep dive into what drives purchase intent across key categories.
Attitudes to motor vehicle purchases
Australian consumers have a wide range of factors influencing their buying choices when it comes to buying a car, but the vast majority (87 per cent) want the highest level of safety features. This means that trust in a brand’s ability to deliver these safety features is fundamental. That’s why 82 per cent of Australians will only buy a car with a proven reputation.
84 per cent will compare a number of brands before purchasing a vehicle and 82 per cent of those surveyed said that they spend a lot of time researching options before making their final decision.
Non-safety factors are also important:
What to put in your ads
Ads should contain only truthful and believable information. This helps to preserve the trust relationship between your brand and shoppers. Read more about our research on trust here.
For our automotive research, consumers were asked what elements of advertising helped to grab their attention and influence their purchase choices:
Overall, the study found that news media are nudging car consumers into action at all stages of the purchase funnel. This is because high trust in news media is an important ingredient influencing behaviours.