Around 6.3 million Australians are now driving a car they bought new. Overall, 1.9 million of these drivers (30%) are automotive Trusted Advisers, whom family and friends ask for advice when buying a car.
The latest research from Roy Morgan reveals that new SUV drivers are more likely than drivers of regular passenger vehicles to say family and friends ask for advice about buying a car.
Among all new vehicle drivers, 42% of males and 19% of females are trusted advisers. But 49% of male SUV drivers get asked for car-buying advice, as do 23% of females behind the wheel of a small, medium or large SUV.
Overall, drivers of the newer small category models are the most likely SUV drivers to be a trusted adviser (39%), followed by those with a large SUV (38%).
Light Commercial vehicle drivers are the most likely to be Trusted Advisers (42%), however this is in large part due to men comprising over 80% of drivers in the category. Male SUV drivers are more likely to be Trusted Advisers than those with a Light Commercial vehicle such as a van or 1T ute.
New Car Drivers who give advice about buying cars – Major VFACTS Segments
Source: Roy Morgan Single Source (Australia): December 2012 – November 2013, New Car Drivers n = 16,662
Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says:
“It’s easy these days for car buyers to seek out opinions and information from friends and family they trust or for owners to express their opinions to the world with the click of a button. Given the increasingly cluttered media landscape and the magnitude of options for buyers, generating awareness and purchase consideration through positive word of mouth is becoming more important than ever.
“Almost nothing scratches a brand from a potential buyer’s consideration list faster than a negative account from someone they trust. It is therefore crucial that automotive brands identify which owners are most likely to be these trusted advisors, understand what they value in a car, and ensure that they are satisfied with their own vehicles.
“Research from Roy Morgan published in December found that Trusted Advisers for car-buying make up the majority (53%) of readers of motoring magazines. Automotive advertisers clearly need to examine the exponential benefit of reaching people who may discuss what they’ve seen with consumers who are perhaps otherwise unreachable.”
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.
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