Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Consumers have enthusiasm for attending car-related activities via social networks
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- Figure 1: interests in car-related activities, July 2015
- Reviews from professionals and consumers are considered most important
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- Figure 2: Useful car-related information, July 2015
- Specialist auto websites stand out as the most popular online information source
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- Figure 3: Online information search channels, July 2015
- Specialist auto websites and TV ads are most effective in grabbing attention
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- Figure 4: Advertising channels, July 2015
- High-tech and visually impressive are most appealing factors
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- Figure 5: Most appealing auto advertising elements, July 2015
- What we think
Issues and Insights
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- Let digital marketing campaigns become more creative in auto industry
- The facts
- The implications
- Increasing consumer engagement in social media marketing campaigns
- The facts
- The implications
- Auto brands need to engage through social networks during moments of crisis
- The facts
- The implications
- Building up auto brands’ official websites
- The facts
- The implications
The Consumer – What You Need to Know
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- Consumers are active in car-related activities raised on social networks
- Professional and consumer reviews are considered the most useful information when buying cars
- Specialist auto websites are the first stop for information
- Specialist auto websites and TV are most effective in garnering attention
- High-tech and visually impressive are most attractive advertising elements
Interests in Car-related Activities
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- Consumers have enthusiasm for car-related activities organised on social networks
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- Figure 6: interest in car-related activities, July 2015
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- Figure 7: interests in car-related activities, July 2015
- High earners are more active in participating online-to-offline activities
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- Figure 8: People who have undertaken selected car-related activities, by household income, July 2015
- Social network: a way to awake consumers rather than drive them to buy
Useful Car-related Information
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- Reviews from professionals and consumers are considered as most important
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- Figure 9: Useful car-related information, July 2015
- Demographic differences
- Young people are more likely to focus on car comparison and previous selling price
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- Figure 10: Useful car-related information, by age, July 2015
- Test-drive video is more attractive for high earners
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- Figure 11: Useful car-related information, by household income, July 2015
- Men and women have different opinions towards professional and consumer reviews
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- Figure 12: Useful car-related information, by gender and age, July 2015
- Experienced car buyers are looking for information which can provide convenience
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- Figure 13: Useful car-related information, by car ownership and purchase intention, July 2015
- Consumer preferences tie up closely with the car brands they own
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- Figure 14: Useful car-related information, by brand ownership, July 2015
Online Information Search Channels
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- Specialist auto website is the first stop for information search
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- Figure 15: Online information search channels, July 2015
- Consumers in different age brackets have different information channel preferences
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- Figure 16: Online information search channels, by age, July 2015
- High earners are more likely to find information from social networks and apps
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- Figure 17: Online information search channels, by household income, July 2015
- There is a connection between information sources and the key information people search for
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- Figure 18: Online information search channels, by useful car-related information, July 2015
Advertising Channels
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- Specialist auto websites and TV are most effective in grabbing attention
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- Figure 19: Advertising channels, July 2015
- Leverage traditional media channels to promote digital marketing campaigns
- Find the optimum media solution for different target groups
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- Figure 20: Advertising channels, by purchase intention, July 2015
Appealing Advertising Elements
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- Auto advertisements need to have high-tech factors or to be visually impressive to attract consumers
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- Figure 21: Most appealing auto advertising elements, July 2015
- Men and women have different tastes in terms of auto advertisements
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- Figure 22: Most appealing auto advertising elements, by gender, July 2015
- People tend to focus less on ‘stylish’ as they become older
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- Figure 23: Most appealing auto advertising elements, by age, July 2015
- Appealing advertising elements for different brand owners
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- Figure 24: Most appealing auto advertising elements, by brand ownership, July 2015
Meet the Mintropolitans
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- MinTs have greater interest in participating in car-related activities
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- Figure 25: People who have done selected car-related activities, by consumer classification, July 2015
- MinTs are more likely to check professional reviews
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- Figure 26: Useful car-related information, by consumer classification, July 2015
- MinTs show more preference for stylish advertising element
Appendix – Methodology and Abbreviations
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- Methodology
- Mintropolitans
- Why Mintropolitans?
- Who are they?
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- Figure 27: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 28: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
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