Motoring New research from Dennis Publishing and buyacarcouk has revealed that peoples attitudes and behavior to buying cars is changing Discomfort with the traditional carbuying process is reported by almost half of all motorists under the age of 55 However confidence in th ID: 575822
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Slide1
Passion Points
MotoringSlide2
New
research from
Dennis Publishing
and
buyacar.co.uk
has
revealed that people’s attitudes and behavior to buying cars is changing. Discomfort with the traditional car-buying process is reported by almost half of all motorists under the age of 55. However, confidence in the idea of buying cars online is growing fastest among the same group. Older people are less daunted when buying from dealers in the traditional way, and are much more likely than those under 55 to describe themselves as comfortable negotiators.
Driving action
Magazine media plays a unique role for motoring, providing professionally edited curated content that can both inspire the reader with reviews and opinions to reward their long-term passion, and also provide practical information, equipping the reader with relevant information at different
touchpoints
along the purchase journey.
Demand for this content is reflected in growth in the sector. NRS indicates that
Autocar
grew 11% year-on-year in 2015 across print, desktop and mobile and monthly unique visitors to
buyacar.co.uk
has
grown 127% in the last 12 months. This growth in online platforms is indicative of the changing nature of car buying.
When looking at six publisher websites in the motoring sector, those under the age of 55 are 25% more likely to access content through these websites than the average adult. Slide3
Fans
and Fanatics
A passion for motoring isn’t just reflected in car purchasing; with
BBC Top Gear
coming back to our screens this month,
Amazon launching a rival
programme
,
The Grand Tour
in the autumn and F1 in full swing with races in Spain and Monaco in May, you can understand why people are gripped by motoring.
We continue our Passion Points data bytes series using TGI to explore motoring enthusiasts. We identified two groups - Car Fans and Car Fanatics - identified by their passion for motoring: from actively partaking in motorsport to watching on TV.
Car Fans are 78% more likely than the average adult to buy a car for pleasure and 163% more likely to have bought their current car for £30,000 or more. For Car Fanatics this increases to 119% and 283% respectively.
Their passion for motoring is also reflected in their media choices. Car Fans are 45% more likely to consume magazine media, more likely than any other media. Looking at individual magazine titles, both groups show a high affinity for a range of titles across the motoring sector including BBC Top Gear
and
What
Car?
. These two groups of enthusiasts are dedicated to their passion and magazine media is the home for this.
This group of motoring enthusiasts can provide opportunities to advertisers operating in sectors other than motoring. Car Fanatics are 52% more likely to be heavy shoppers at the supermarket, providing FMCG brands with a welcome environment for their ads.Slide4
Inspiring
action
Other brand sectors can also benefit from access to this highly targetable group. Both Car Fans and Car Fanatics are more likely to buy a new television in the next 12 months and be heavy spenders on gaming. Car Fans are 50% more likely to buy a television in the next 12 months are 72% more likely to be heavy gaming spenders, increasing to 75% and 143% respectively for Car Fanatics.
Passion audiences naturally gravitate towards magazine brands, so if you are a motoring brand or a brand that wants to access this highly targetable group, magazine media can deliver a productive environment that can increase the effectiveness of your campaign.
To see how a gaming brand worked with a magazine media title in the motoring sector, check out the
Forza
4 Sport case studySlide5
The motoring Segmentation
Base: All
Adults 15
+
Source: GB TGI
2015
CAR FANATICS
6
%
1.5%
MARKET SIZE
%
OF
GB
POP
CAR FANS
3.1m
0.7mSlide6
Creating the groups
Source: GB TGI
2015
CAR FANATICS
(AGREE WITH 4/7 STATEMENTS)
CAR FANS
(AGREE WITH 2/7 STATEMENTS)
Magazines
Very Interested in:
- Cars & Motoring
NewspapersVery Interested in:
- Cars & MotoringWord of MouthHave a large amount of knowledge about: - Cars leisure InternetRegularly visit sites on: -Motoring
Television Programme Types:- Usually Watch Cars & MotoringSPORTS & LEISURE Motor Sports:- Regularly partake in- Paid to watch at venueSlide7
Demographic profile
Base: All
Adults 15
+
Source: GB TGI
2015Slide8
MEDIA Consumption
Base: All
Adults 15
+
Source: GB TGI
2015
MNQ 1: Heaviest 20% of each media (excl. cinema) Slide9
TOP MAGAZINES – By index
CAR FANATICS
CAR FANS
Practical
Classics
1,399Auto Express 1,218F1 Racing 1,201Classic Cars 1,112
EVO 1,107Autocar 1,098Classic & Sports Car 987Super Bike 941What Car? 909Autosport
897
EVO
634Practical Classics 618
Classic Cars 599Autocar 592Auto Express 576
F1 Racing 539Classic & Sports Car 537What Car? 498Performance Bikes
494BBC Top Gear 483
Base: All
Adults 15+
Source: GB TGI
2015Slide10
Car buying
Source: GB TGI
2015
CAR FANATICS
263
383
BUY A CAR FOR PLEASURE
SPENT £30,000 OR MORE ON CURRENT CAR
CAR FANS
178
219
INDEXSlide11
ADVERTSING CATEGORIES
Source: GB TGI
2015
CAR FANATICS
150
175
HEAVY SUPERMARKET SPENDERS
INTEND TO BUY A TELEVISION IN THE NEXT 12 MONTHS
CAR FANS
127
152
INDEX
172
243
HEAVY GAMING SPENDERS