Monday, October 7th, 2013

Helix Personas, Roy Morgan Research’s landmark new profiling system, has identified which people are more likely to intend to buy a new car in the next four years—and where they live.

The Helix Persona most likely to be in the market for a car is ‘Self-Made Lifestyler’ (Persona 103)—around 285,000 people scattered across metropolitan areas including the Sutherland Shire, Hills District and Northern Beaches in Sydney and Mornington Peninsula and Manningham in Melbourne.

Over 1 in 5 ‘Self-Made Lifestylers’ (22%) intend to buy a new car in the next four years—a rate 82% above the national average.  

Although each of the top five Personas for new car buying intention comes from the ‘Leading Lifestyles’ Community of mostly affluent and established families, Personas from four other Communities round out the top 10: the younger urban ‘Metrotechs’; the hardworking and organised ‘Today’s Families’; the educated and aspirational ‘Aussie Achievers’; and the cost-conscious, multicultural suburbanites ‘Getting By’.

Top 10 Helix Personas by New Car Buying Intention indexed to the Australian average 

Source: Roy Morgan Single Source (Australia): August 2012 – July 2013, n = 50,049

Conversely, not all ‘Leading Lifestyle’ Personas are in the market for a new car. ‘Savvy Self-Starters’ (Persona 110) are the least likely new car intenders in the Community. Despite being part of this wealthier group their car-buying intention rate is 16% below the Australian average.

Helix Persona’s mapping capabilities reveals that some Savvy Self-Starters live just across the road (or river) from ‘Self-Made Lifestylers’. So a street, bridge or a few blocks might be all the difference between someone 82% more likely than average to want to buy a car and someone 16% less likely.

Where Self-Made Lifestylers live 

Source: Helix Personas by Roy Morgan Research

Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says:

“Helix Personas is a classification system for each type of Australian consumer and the Communities of which they are a part. It provides a multi-dimensional view of customers that reaches far beyond geodemographic modelling to incorporate attitudes, values and behavioural aspects to provide psychographic modelling on a grand scale.

“When it comes to which of the Personas are more likely to be in the market for a new car, it is not surprising to find a higher likelihood amongst the more affluent Community 1 Persona group: ‘Leading Lifestyles’.

“Self-Made Lifestylers (click here to see overview) account for 1.6% of the Australian population, but around 2.7% of the new car intender market. Of the mainstream auto brands, almost 17% of Self-Made Lifestylers are after a new Mazda and of the prestige brands 5% are in the market for a new Audi.

“They can be found in Williamstown, Templestowe and Mount Eliza in Melbourne, and Cherrybrook, Caringbah & Illawong in Sydney.”

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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


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