Tuesday, October 8th, 2013
There are currently almost 2.3 million Australians in the market for a new car over the next four years. When it comes to researching their purchase, more than half nominate the internet as the media they find most useful — and as they get closer to buying their new car, their online auto-related activities increase, according to the latest Roy Morgan data.

For the 12 months to July 2013, 55.5% of Australians researching a new car purchase nominated the internet as the single most useful source of information. Nominated by just 17.5% of new car intenders, newspapers continued their decline in popularity for this purpose.

Media most useful when purchasing a new car

Source: Roy Morgan Single Source (Australia), October 1999 – July 2013 New Car Intenders (n = 86,032).

As consumers move along the path to purchase, their internet research increases, with more than 70% of people intending to buy a new car in the next month going online for auto-related activities, often for a final price-check before parting with their hard-earned dollars.

Total used the internet for vehicle-related activities


Source: Roy Morgan Single Source (Australia), June 2012 – July 2013 (n = 50,049). *NCI = New Car Intenders

Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says: 
“The internet continues to be the most important channel for consumers in the market for a new car, with more than 55% nominating it as the single most useful source of information.

“With the average age of a new car intender approaching 50, it’s worth noting that among those aged 50+, the gap narrows between the internet and newspapers as the most useful media for researching their purchase. Manufacturers and their media agencies would do well to bear this in mind.

“As consumers approach the point of purchase, their internet research increases. This trend is consistent among new car intenders of all ages, and seems to follow a pattern: checking vehicle features peaks around the six-month stage, suggesting that potential buyers are firming up their requirements. Locating a dealer hits its highest point at the three-month stage, followed by a final check of prices as buyers come within a month of purchase.”

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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.
Samantha Wilson
P: (03) 9224 5268
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automotive industry, media, internet, roy morgan research, australia



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