1 September 2011 - 11:38am | posted by | 0 comments

Internet major force in car purchasing with 74% saying important to research first

Internet major force in car purchasing with 74% saying important to research firstInternet major force in car purchasing with 74% saying important to

A study by digital media company Specific Media has found that online pays a large part in researching before car purchases, and suggests manufacturers need to advertise more effectively online.

The research found that 74 per cent of people say the internet is an important place to do research into new car purchases, while 66 per cent say the internet allows them independence in gathering information.

The findings also show a discrepancy between the brands consumers research online and those they end up buying, with people often searching for high-end marques but ultimately buying mid-market models. Specific Media suggests that many brands are not targeting the right audiences with their marketing campaigns, and that they are advertising in the wrong locations and chasing out-of-market consumers.

Chris Worrell, European research manager at Specific Media, said: “Just as the web has evolved the way people approach buying cars, brands need to adapt the way they use the internet to ensure they reach and influence in-market consumers.

“Manufacturers should look to advertise more effectively online by targeting people who are most likely to buy their cars. This may sometimes challenge received wisdom about target audiences but it is where the power of digital advertising and actionable insight can produce results for automotive brands.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...