93 per cent of prospective new car buyers read news media, with 793k readers intending to purchase a new car in the next year.
In our latest report, we explore the opportunities advertisers are given to build brands by delivering on the personal style and preferences of different buyer groups, utilising news media.
Digital news media and newspapers have proven to offer scale for automotive advertisers, while also offering benefits of targeting efficiencies gained through the motoring section, national newspaper and community newspapers, in particular.
We identified five audience segments that define the differing priorities when deciding which car to purchase.
The largest segment of prospective new car buyers, 40 per cent, is focused on comfort and safety related requirements. These readers look at fuel costs, protection, safety, extra features as standard and cars that carry children.
27 per cent prioritise reputation and known brands, while also considering the appearance, long warranty and fuel costs as key factors when purchasing a car.
The 19 per cent of prospective car buyers described as “price driven”, focus on how much the car costs but still expect reliability. This group most considers the cheapest car in class, the quality of the car irrespective of the brand and fuel costs.
10 per cent of the 793k news media readers intending to buy a new car, known as the “look at me” segment, care more about appearance and performance. Key factors such as prestige, fun and style are considered before the reliability of a vehicle. However, sex appeal indexes the highest at more than double the importance compared to all prospective buyers.
“Off-roaders” make up the smallest segment at 4 per cent, expecting fun, space, performance and a prestige car when looking to purchase a new car.
In the report, we also identified the car brands associated with each of the five brand consideration-based segments that define the automotive market.
The group of “price driven” prospects tend to favour brands such as Daewoo, Daihatsu, Suzuki, Hyundai and Kia, whereas Peugeot, Skoda, Honda, Mazda Mini, Volkswagen and Renault are typically associated with the “reputation” segment.
News media readers, who find the aesthetics of a car to be very important, look towards luxury car brands such as Saab, Porsche, Audi, BMW, Mercedes, Chrysler, Lexus and Holden Special Vehicles.
The 40 per cent of news media readers who prioritise comfort and safety, associate Nissan, Mitsubishi, Toyota, Ford, Holden and Subaru with those qualities.
Additionally, Great Wall, SsangYong, Land Rover, Dodge and Jeep Cherokee are affiliated with the 4 per cent of ‘off-roaders’ who prioritise comfort and performance.
Automotive advertisers should give due consideration to the motoring section in digital news media and newspapers, as it provides high efficiencies across all prospective buyer segments.
Compared to the population aged 18 and over, readers who prioritise “comfort and safety” in their purchasing decision are 70 per cent more likely to see ads in the motoring section. This is followed by “Price Driven” at 64 per cent, “Reputation” at 58 per cent and “Look at me” at 42 per cent more likely.
High advertising efficiencies are not just available across all prospective buyer segments, but also across all newspaper channels.
For example, “off-roaders” are 75 per cent more likely to be reached by ads in national newspapers, followed by “look at me” (56 per cent) and ‘reputation’ (45 per cent).
Overall, national newspapers perform the best in delivering ads to automotive prospects compared to other channels. Community papers, however, outperform nationals when it comes to the “comfort and safety” segment, indexing at 29 per cent more likely.