Newspaper Media Drive Automotive Sales
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Newspaper Media Drive Automotive Sales

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Newspaper Media Drive Automotive Sales




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Presentation on theme: "Newspaper Media Drive Automotive Sales"— Presentation transcript:

Slide1

Newspaper Media Drive Automotive Sales2016

Understanding the Automotive Path to Purchase

Slide2

Newspaper Media Drive Automotive Sales 2016

What media

influence

vehicle purchases in Canada

?Vehicle advertisers want to know the facts about the market in Canada.  This study was created after consulting with industry experts and dealers to find out their needs.More than 2,400 online interviews were conducted in early 2016 and the results once again prove the power of newspaper advertising.This report focuses specifically on new vehicle purchasers*, a market worth more than $2.5 billion in Canada1.

1

DesRosiers

Automotive

Consultants

*also referred to as New Car Buyers in this report

Slide3

Newspaper Media Drive Automotive Sales 2016

This follow-up survey on the automotive

p

ath to purchase confirms the effectiveness of newspaper media and explores the similarities and differences between two key demographic groups:

Boomers and Millennials.Seven out of ten New Car Buyers* read automotive ads in printed newspapers compared to 16% who read auto ads on social media.Newspapers continue to be the most influential media at all stages of the two-month vehicle purchase cycle.Newspapers should be used to drive traffic to automotive websites and to provide offline reach.

New Car Buyers are cross-platform newspaper readers.

Source: Totum Research, February 2016; *in the past 2 years

Slide4

Online Panel

(yconic)

2,408 Canadians surveyed

467 buyers of new vehicles in past 2 years*

Study Timing

January/February 2016

National Scope

78% English / 22% French

Margin of Error

±2.0% at the 95% confidence level

Study Management

Totum

Research

Nationally Representative Sample

Men

50%,

Women

50%

18-34

: 29%,

35-54

: 37%,

55-64

: 16%,

65

+:

18%

West

31%,

Ontario 39%, Quebec 23%, Atlantic 7%

Study Design

* New Car Buyers in the past 2 years

Slide5

Newspaper Media Drive Automotive Sales

Generational Divide

Source: Totum Research, February 2016; * New Car Buyers in the past 2 years

Together these two demographics represent

almost

two thirds (63%) of new vehicle buyers.

+

=

Boomers

have traditionally been the demographic group with the greatest economic impact.

Millennials

now make up the same size (in numbers) as the Boomers.

Slide6

Newspaper Media Drive Automotive Sales Generational Divide

Millennials (age 18-34)

Grew up online – digital natives

Second largest group of new vehicle buyers

Average age 27Average household income $70,918

Boomers (age 45-64)

Money to spend and higher disposable incomes

Continuing to drive and are buying new vehicles

Average age

54

Average household income

$84,085

Source: Totum Research, February 2016

Slide7

Automotive Purchase Cycle

New Car Buyer*

Boomer

Millennial

Source: Totum Research, February 2016; *in the past 2 years

Slide8

Readership of Automotive Ads

Slide9

New Car Buyers are Reading

Auto Ads in Printed

Newspapers

New Car Buyers* notice automotive ads in printed newspapers more than digital newspapers.

MillennialsTwo thirds (65%) of Millennials are reading the automotive ads in their printed newspapers.37% of Millennials read auto ads in digital newspapers.Boomers

Almost three quarters (72%) of Boomers are reading the automotive ads in their printed newspapers.Four in ten Boomers read auto ads in digital newspapers.

Source: Totum Research, February 2016; *in the past 2 years

Slide10

New Car Buyers are Reading Auto Ads in Printed Newspapers

Source: Totum Research, February 2016; *in the past 2 years

** Non-Auto Websites

excluding newspaper, TV, radio, magazine, auto media sales and vehicle manufacturer, model and retailer sites

**

Slide11

Social Media Usage

Source: Totum Research, February 2016; *in the past 2 years

Slide12

Media Influence in theAutomotive Path to Purchase

Slide13

Automotive Path to Purchase

Consumers navigating the automotive purchase process in today’s world are presented with an increasing number of options and media influences.

Stage 1

Considering vehicle purchase/lease

Stage 2 Researching options

Stage 3

Ready to make purchase decision

Slide14

What Media Influence V

ehicle Purchasesin Canada?

Eleven different media were measured for influence at various stages of the automotive path to purchase.

Printed Newspaper

Newspaper Website (including newspaper-owned auto sites like Driving.ca, GlobeDrive.com, Wheels.ca, autonet.ca, auto.lapresse.ca etc.)

TV StationTV Station/Network

Website

Radio

Station

Radio

Station Website

Auto Sales Media

(publications/websites

like

Autotrader

, Kijiji etc

.)

Magazine

Magazine Website

Social Media

(Facebook, Twitter etc.)

Non-Auto/Other

Websites

(not

auto manufacturers or

dealers)

Slide15

Media Influence in the Automotive Path to Purchase

60% of New Car Buyers* are influenced by newspapers in their auto path to purchase.

Media

are one

of the key drivers of influence during the auto path to purchase.Potential consumers move in and out of the various stages as they navigate their vehicle purchase.Almost half (47%) of all New Car Buyers* report being influenced by some form of media throughout the process.Source: Totum Research, February 2016; *in the past 2 years**Websites excluding Newspaper, Media

and Auto Manufacturer, Model and Retailer sites ^Autotrader

,

Kijiji

etc.  

Slide16

Media InfluenceStage 1 – Considering vehicle purchase/lease

New Car Buyers*

Boomers

Millennials

Newspapers

(print + digital)

37%

Newspapers

(print +

digital)

47%

Newspapers

(print +

dig.ital

)

39%

TV

(stations

+ digital)

35%

TV

(stations

+ digital)

35%

Auto Sales Media

(

eg

.

Autotrader, Kijiji)35%Magazines (print + digital)25%

Non-Auto

Websites**

24%

Magazines

(print + digital)

31%

In the early stage of the purchase

process,

many potential New Car Buyers start with a specific brand in mind. Newspapers top the list of media that influence both Boomers and Millennials at this stage.

Source: Totum Research, February 2016; *in the past 2 years

**Websites

excluding

Newspaper, Media

and Auto Manufacturer, Model and Retailer sites ^

Autotrader

,

Kijiji

etc.  

Slide17

Media InfluenceStage 2 – Researching options

New Car Buyers*

Boomers

Millennials

Newspapers

(print + digital)

37%

Newspapers

(print +

digital)

45%

Newspapers

(print +

digital)

38%

Non

-

Auto

Websites**

27%

Non

-

Auto

Websites**

26%

TV

(stations

+ digital)

27%

TV

(stations

+ digital)

25%

Auto Sales Media

(

eg

.

Autotrader

, Kijiji)

20%

Auto Sales Media

(

eg

.

Autotrader

, Kijiji)

24%

In stage

2,

potential New

C

ar

B

uyers are doing research into different manufacturers, brands and models. Less than a quarter of shoppers buy the first vehicle they research. Again, Newspapers top the list of media that influence both Boomers and Millennials at this stage.

Source: Totum Research, February 2016; *in the past 2 years

**Websites

excluding

Newspaper

, Media

and Auto Manufacturer, Model and Retailer sites ^

Autotrader

,

Kijiji

etc.  

Slide18

New Car Buyers*

Boomers

Millennials

Newspapers

(print + digital)

34%

Newspapers

(print +

digital)

38%

Newspapers

(print +

digital)

32%

Non

-

Auto

Websites**

27%

Non-Auto

Websites**

30%

TV

(stations

+ digital)

29%

TV

(stations

+ digital)

26%

TV

(stations

+ digital)

29%

Magazines

(print + digital)

27%

In the final stage potential

New

C

ar

B

uyers

are ready to make their purchase. Decisions about financing and dealers need to be made at this stage. Newspapers top the list of media that influence both Boomers and Millennials, followed by

Non-

Auto

Websites**,

TV and Magazines.

Media Influence

Stage 3 – Ready to make purchase decision

Source: Totum Research, February 2016; *in the past 2 years

**Websites

excluding

Newspaper, Media

and Auto Manufacturer, Model and Retailer sites ^

Autotrader

,

Kijiji

etc.  

Slide19

Purchase Decision Making

Slide20

Purchase Decision Making

In the final stage, when it is time to make the purchase decision, Newspapers (print and digital) are used by both Millennials and Boomers, with slight differences.

Boomers

– more likely to use Newspapers for:

General Information

Comparing prices

Deciding make of vehicle

Millennials

– more likely to use Newspapers for:

Photo galleries

Deciding where to buy/lease from

Making final purchase decision

Source: Totum Research, February 2016; *in the past 2 years

Slide21

Automotive Purchase Decision Making

Newspapers are good for …

Source: Totum Research, February 2016; *in the past 2 years

Slide22

Automotive Purchase Decision Making

Newspapers are good for …

Source: Totum Research, February 2016; *in the past 2 years

Slide23

Automotive Purchase Decision Making

Newspapers are good for …

Source: Totum Research, February 2016; *in the past 2 years

Slide24

Factors Influencing

Final Purchase Decision

%

Source: Totum Research, February 2016; *in the past 2 years

Slide25

Price is a key attribute in the final purchase decision. Millennials are more

likely to be influenced by price than Boomers.There was no difference between Millennials and Boomers for

Size

or

Fuel Economy attributes.Although not a major influence, Colour influenced Millennials 28% more than Boomers.Factors Influencing Final Purchase Decision

Source: Totum Research, February 2016; *in the past 2 years

Slide26

Driving Traffic to Automotive Websites

Slide27

Who never visits these websites?

At what stage do visits occur?Which media trigger visits?

Driving Traffic to Automotive Websites

Source: Totum Research, February 2016; *in the past 2 years

Manufacturer Sites

Brand/Model Sites

Dealer Sites

Slide28

Driving Traffic to

Automotive Manufacturer Websites

Auto manufacturers spend considerable resources building websites for potential customers. In today’s digital

world,

the manufacturer site is an essential sales tool.BUT some New Car Buyers will never visit those websites.

28% of recent

New Car Buyers*

20%

of

Millennials

32%

of Boomers

Source: Totum Research, February 2016; *in the past 2 years

Slide29

When do New

C

ar Buyers* visit Manufacturer websites?

Stage 1

Stage 2

Stage 3

New Car

Buyers*

74%

45%

38%

Millennials

82%

49%

36%

Boomers

84%

53%

46%

Auto manufacturers need to engage with New

C

ar

B

uyers early in the process, when they are visiting their websites.

Driving Traffic to

Automotive Manufacturer Websites

Source: Totum Research, February 2016; *in the past 2 years

Slide30

Newspapers

are the #1 trigger for sending traffic to manufacturer websites.

New Car Buyers*

Millennials

Boomers

Newspapers

26

30

30

TV

19

23

19

Radio

12

21

8

Magazines

17

22

17

Auto

Sales Media^

10

16

8

Non-Auto Sites**

15

17

10

Social Media

14

16

11

Driving Traffic to

Automotive Manufacturer Websites

Source: Totum Research, February 2016; *in the past 2 years

**Websites

excluding

Newspaper, Media

and Auto Manufacturer, Model and Retailer sites ^

Autotrader

,

Kijiji

etc.  

%

Slide31

Driving Traffic to Automotive Brand/Model Websites

30% of

New Car Buyers*

never

visit Automotive Brand and Model websites.Almost a quarter of Millennials, who are digital natives, don’t visit these websites.Boomers are 17% more likely to avoid these websites – 35% of them have never gone to Brand/Model websites.

Source: Totum Research, February 2016; *in the past 2 years

Slide32

When do New Car Buyers* visit Brand/Model websites?

Stage 1

Stage 2

Stage 3

New Car

Buyers*

49%

51%

32%

Millennials

52%

65%

33%

Boomers

58%

48%

38%

New Car Buyers are best engaged by brands early in the process – in Stage 1 for Boomers and in Stage 2 for Millennials.

Driving Traffic to

Automotive Brand/Model Websites

Source: Totum Research, February 2016; *in the past 2 years

Slide33

Newspapers

are the #1 trigger for sending traffic to Brand/Model websites.

New Car Buyers*

Millennials

Boomers

Newspapers

25

31

27

TV

15

24

12

Radio

13

25

5

Magazines

15

24

9

Auto

Sales Media^

10

18

8

Non-Auto Sites**

14

21

3

Social Media

13

20

8

Driving Traffic to

Automotive Brand/Model Websites

Source: Totum Research, February 2016; *in the past 2 years

**Websites

excluding

Newspaper, Media

and Auto Manufacturer, Model and Retailer sites ^

Autotrader

,

Kijiji

etc.  

%

Slide34

Driving Traffic to Automotive Dealer Websites

Newspapers are an essential component of the automotive path to purchase for Dealers.

A third (32%

) of New Car Buyers* never visit a Dealer website.

Boomers need to be engaged online AND offline – 40% of them will never visit a Dealer website. Despite a preference for “all things digital”, a quarter (24%) of Millennials do not visit Dealer websites.

Source: Totum Research, February 2016; *in the past 2 years

Slide35

When do New Car Buyers* visit Dealer websites?

Stage 1

Stage 2

Stage 3

New Car

Buyers*

23%

20%

34%

Millennials

31%

31%

40%

Boomers

18%

16%

25%

Driving Traffic to

Automotive Dealer Websites

Dealers need to be engaging with New Car Buyers throughout the entire path to purchase. Millennials needs to be engaged early with additional focus in the final stage. Boomers are less likely overall to visit dealer

websites,

but the final

stage

is critical.

Source: Totum Research, February 2016; *in the past 2 years

Slide36

New Car Buyers*

Millennials

Boomers

Newspapers

17

22

16

TV

13

23

7

Radio

11

18

4

Magazines

11

20

9

Auto

Sales Media^

9

15

8

Non-Auto Sites**

8

14

4

Social Media

13

16

11

Driving Traffic to

Automotive Brand/Model Websites

Newspapers

are the #1 trigger for driving Boomers to Dealer websites.

Millennials

are influenced by multiple media, including TV, Newspapers and Magazines.

Source: Totum Research, February 2016; *in the past 2 years

**Websites

excluding

Newspaper, Media

and Auto Manufacturer, Model and Retailer sites ^

Autotrader

,

Kijiji

etc.  

Slide37

Cross-Platform Readership

Slide38

New Car Buyers* are dedicated newspaper readers, across all platforms.

Phone and print are the top reading platforms for New C

ar

B

uyers.Newspaper access is multi-platform. A third of New Car Buyers (32%) read on ALL FOUR platforms.

New Car Buyers are

Cross-Platform

Newspaper Readers

Totum Research;

Canadians age 18+, weekly readership, February 2016

*in the past 2 years

Nine of ten (89%)

New Car Buyers* read a newspaper on any platform each week.

Slide39

89

Newspapers Reach Nine of Ten

New Car Buyers

Desktop/Laptop

readership adds

15% more reach to p

rint

readership. Add the

p

hone platform to reach an additional

10% of New

Car Buyers and tablet

to reach another 3%.

%

Any Platform

Totum Research;

Canadians age 18+, weekly readership, February 2016

*in the past 2 years

Slide40

Newspapers Reach New Car Buyers on All Platforms

New Car

B

uyers*

read newspapers on multiple platforms. New Car Buyers index highest for tablet readership.

%

89%

Any Platform

87%

Any Platform

Totum Research;

Canadians age 18+, weekly readership, February 2016

*in the past 2 years

Slide41

Print

– reading peaks at breakfast and

strong after dinner

Desktop/Laptop

– morning and evening peaks

Phone

primary platform through the day

Tablet

– peaks at breakfast and strong again after dinner

Newspapers Reach New Car Buyers Throughout the Day

Totum Research;

Canadians age 18+, weekly readership, February 2016

*in the past 2 years

Slide42

Newspaper Media Drive Automotive Sales 2016

Seven out of ten New C

ar Buyers* read auto ads in printed newspapers compared to

16%

who read auto ads on social media.Newspapers continue to be the most influential media at all stages of the two-month purchase cycle.Newspapers should be used to drive traffic to automotive websites and to provide offline reach.New Car Buyers are cross-platform newspaper readers.

Totum Research;

Canadians age 18+, weekly readership, February 2016

*in the past 2 years

Slide43

Appendix

Slide44

Sampling – Markets Measured

Greater Vancouver Regional District (GVRD)

Greater Toronto Area (GTA)

Greater Montreal

Calgary Region

Hamilton

Quebec City Area

Greater Edmonton

St. Catharines

Gatineau

Winnipeg Capital Region

Niagara

Saguenay

Regina SK

Kitchener

Sherbrooke

Saskatoon SK

Cambridge

Trois-

Rivières

Victoria BC

Waterloo

Rest of Quebec

Kelowna BC

London

 

Abbotsford-Mission BC

Ottawa

Rest of Western Canada

Kingston

 

Peterborough

Halifax Regional Municipality (HRM)

Oshawa

St. John's NL

Brantford

Moncton NB

Guelph

St John NB

Windsor

Rest of Atlantic

Barrie

Greater Sudbury

Thunder Bay

Rest of Ontario

Slide45

Questionnaire WordingWhich of the following media would you say influenced the

[stage of your car buying process]? Please check all that apply.

Printed

Newspaper

Newspaper Website (including newspaper-owned auto sites like Driving.ca, GlobeDrive.com, Wheels.ca, autonet.ca, auto.lapresse.ca etc.)TV StationTV Station/Network WebsiteRadio StationRadio station WebsiteAuto Sales Media (Publications/websites like Autotrader, Kijiji etc.)MagazineMagazine WebsiteSocial Media (Facebook

, Twitter etc.)Non Auto/Other Websites (not auto manufacturers or

dealers)

None

of the above

Slide46

Questionnaire Wording

 

Websites

 

Auto Manufacturer Site

Auto Brand or Model Site

Auto

Dealer Site

Printed Newspaper

Newspaper Website

(

including newspaper-owned auto sites like Driving.ca, GlobeDrive.com,

Wheels.ca,

Autonet.ca

, auto.lapresse.ca etc.)

TV Station

TV Station/Network Website

Radio station

Radio station website

Magazine

Magazine Website

Publications or websites like Autotrader, Kijiji etc.

Social Media e.g. Facebook, Twitter etc.

Other websites - not auto manufacturers or dealers

Never visit site

Which of the following media trigger you to visit each of the listed websites? Please check all that apply for each website.

Slide47

Newspaper Media Drive Automotive Sales2016

Understanding the Automotive Path to Purchase