Friday, June 1st, 2012
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 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.
Shaun Ellis
P: 03 9224 5332


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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