Friday, June 1st, 2012 - Roy Morgan Research
In the twelve months to January 2012, 17% of New Zealand’s 3 million drivers used the internet to look up buying a vehicle in an average six month period according to the latest Roy Morgan findings. This has increased seven percent over the past five years, marking the largest increase among all online vehicle research activities. Buying a vehicle is followed closely by checking prices or getting a quote (16%).
New Zealand drivers – Top online vehicle research activities in the past six months

Source: Roy Morgan Research Single Source, New Zealanders drivers, Feb06-Jan07 n=10,225; & Feb11-Jan12 n=10,433.

These findings are based on Roy Morgan Research Single Source – a New Zealand-wide survey of approximately 12,000 New Zealanders annually.

Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:
“More and more New Zealand drivers are looking online to search for information in regards to vehicles. This continuous trend highlights the importance of maintaining a customer-focused and user-friendly website amongst automotive dealers across New Zealand.

“As an increasing amount of consumers are making vehicle searches and contact online, the availability of practical information is vital. The biggest increases of online vehicle searches have been in product-specific activities, such as buying a vehicle or checking prices and getting quotes.

“Of course, not all drivers are alike and New Zealand’s multitude of automotive brands should consider where their customers are along the technology adoption scale.”

Our extensive range of Roy Morgan New Zealand Automotive profiles includes the Intention to Purchase Profile, Automotive Attitudes Profile, Brand Awareness Profile, and Word of Mouth Profile. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


17% of New Zealand’s 3 million drivers used the internet to look up buying a vehicle in an average six month period



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