Tuesday, November 12th, 2013 - Roy Morgan Research
There are currently 194,000 Kiwis in the market for a new car over the next four years. Nearly half of them find the internet to be the media most useful for researching their purchase, and their online auto-related activities increase the closer they get to actually buying their new car, according to the latest data from Roy Morgan Research.

The proportion of new car intenders who prefer to do their research online has grown enormously over the last decade, overtaking those who prefer using the newspaper for this purpose in early 2009. In the year to July 2013, 48.7% named the internet as the most useful media for automotive research (up from 10.2% a decade earlier), while 20.0% named newspapers (down from 44.0%).

Media most useful when purchasing a new car


Source: Roy Morgan Single Source (New Zealand), February 2002 – July 2013 (n = 8,530); *NCI = New Car Intenders

As new car intenders get closer to buying their vehicle their internet research increases. In the 12 months preceding purchase, 64.7% of new car intenders go online to locate dealers, contact manufacturers and compare specs and prices — up from 50% at the 12–18 month point.

Total used the internet for vehicle-related activities


Source: Roy Morgan Single Source (New Zealand), September 2012 – August 2013 (n = 655). *NCI = New Car Intenders

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“The internet continues to be the most important channel for consumers in the market for new cars, with 48.7% nominating it as the media most useful for researching their purchase.

“However, as the average age of new car intenders is close to 50, traditional media such as newspapers shouldn’t be discounted as a marketing medium by auto dealers and manufacturers. Indeed, one in four people intending to buy a new car are motivated to visit specific websites because of something they came across in traditional media.

“As consumers approach the point of purchase, their internet research intensifies. At 7 to 12 months out, they seek out dealerships, check prices and vehicle features — all of which they then repeat in the last month before buying. In the last few months, they also investigate financing options and communicate with manufacturers/dealers.”

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automotive, cars, new car intenders, car buyers, internet, new zealand




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