Friday, July 19th, 2013 - Roy Morgan Research
According to Roy Morgan Research, there are almost 15.5 million Australian drivers on our roads today. A confident 29% see themselves as trusted advisors, when it comes to buying a car.

According to Roy Morgan Research, there are almost 15.5 million Australian drivers on our roads today. A confident 29% see themselves as trusted advisors, when it comes to buying a car. These findings were gleaned from Roy Morgan Single Source, our on-going survey of over 50,000 respondents annually.

So what does the typical ‘trusted advisor’ for Australian car buyers look like?

Trusted advisors are more likely to be male (68.6%) than female (31.4%). Those between 35 and 60 years of age are more likely to be advisors, while the under-35s and over-65s are more inclined to seek advice. Education appears to have little bearing; but employment and income are influencing factors, with 55.9% of ‘Trusted Advisors’ in full time employment, versus 44.5% of all drivers. Those earning under $40,000 per annum are likely to seek advice, while trusted advisor status rises with income.

In a competitive market, brand advocates are important and monitoring satisfaction levels of car owners is crucial. Among ‘satisfied’ drivers of the mainstream brands, Volkswagen has the highest proportion of trusted advisors (39%), while only one in five satisfied Hyundai drivers (21%) consider themselves as trusted advisors when it comes to buying a car.

Source (Chart 1):Roy Morgan Single Source (Aust.): May 2012 –Apr 2013, respondents who are drivers & trusted advisors n= 4,663; Base: Drivers whose advice is sought when buying a car

Source (Chart 2): Roy Morgan Single Source (Aust.): May 2012 –Apr 2013, respondents who are drivers & satisfied with the car they drive n= 37,745

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“The Australian car market continues to add competitors and consumers are exposed to an increasing cacophony of promotions in the ever-changing media landscape. Given the availability of information and online product reviews, it is interesting to note that one of the more traditional sources of influence – that is, personal recommendation or advice – is still relevant in the context of buying cars.”

Contact Profile

Roy Morgan Research


Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268
W: www.roymorgan.com

Keywords

According to Roy Morgan Research, there are almost 15.5 million Australian drivers on our roads today. A confident 29% see themselves as trusted advisors, when it comes to buying a car.

Categories

Sharing

More Formats