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Canadian Automotive Research
 

Canadian Automotive Research

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Auto research featuring MRI and LinkedIn survey data showing that the LinkedIn audience is more likely to be in-market for a new vehicle, with more buying power.

Auto research featuring MRI and LinkedIn survey data showing that the LinkedIn audience is more likely to be in-market for a new vehicle, with more buying power.

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Canadian Automotive Research Canadian Automotive Research Presentation Transcript

  • Driving success for auto brands Reaching in-market vehicle buyers on LinkedIn Canada
  • Global automotive footprint NAMER & LATAM EMEA APAC
  • Reach a premium audience in a meaningful context
  • Canadian Auto Enthusiasts are affluent, and LinkedIn users are more so… Auto Enthusiasts LinkedIn Canada $72K $78K Median HHI Median HHI Auto Enthusiasts defined as Unique Visitors in the last month to any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Demographic profile-ComScore
  • More than half of LinkedIn users visit an auto site Cross visitation among automotive sites and other key social networks 53% 51% 47% *Automotive Sites = Any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Crossvisitation-ComScore
  • 1 in 4 visitors to auto sites is a LinkedIn user Cross visitation among automotive sites and various news/business sites 25% 13% 10% 9% 6% 6% 4% thestar.com NATIONAL POST *Automotive Sites = Any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Crossvisitation-ComScore
  • LinkedIn reaches a unique audience 78% 4.3M UMV 73% 5.8M 1.4M UMV 1.7M of LinkedIn users do not visit Google+ of LinkedIn users do not visit Twitter 6.3M 5.1M Unique monthly visitors .8M 19% of LinkedIn users do not visit Facebook 21M 3.1M UMV UMV Source: Aug 2013 Canada. Audience Duplication-ComScore 87% of LinkedIn users do not visit Pinterest
  • 39% of Canadians are planning to buy a car sometime in NEXT TWO YEARS… % 39YEARS NEXT 2 RBC Auto Poll conducted by Ipsos Reid, March 2013
  • While LinkedIn users are more immediate buyers: planning a new vehicle buy within the NEXT 12 mths. 34% NEXT 12 MTHS. LinkedIn survey. CA 2013.
  • Understanding the auto buyer’s mindset on LinkedIn 2013 LinkedIn member research
  • Key findings 9 in 10 LinkedIn members in Canada own at least one vehicle LinkedIn survey. Canada 2013. MORE THAN 1 in 3 Plan to purchase a new vehicle in the next year 2 in 5 IN-MARKET MEMBERS Say their perception of an auto brand would be positively impacted if it shared compelling content on LinkedIn
  • Methodology Online survey Representative sample fielded from June 13 – 21, 2013 of 1,005 LinkedIn members in Canada
  • Auto ownership
  • LinkedIn members have significant automotive buying power 9 in10 1 in 2 1 in 6 own at least one vehicle own two or more vehicles own three or more vehicles LinkedIn survey. Canada 2013. Base: LinkedIn members in the Canada
  • LinkedIn members in Canada are most likely to own sedans, coupes, or SUVs in their household % of LI members in the Canada who own each vehicle type 39% 32% 20% Compact sedan/coupe LinkedIn survey. Canada 2013. Full-size sedan/coupe Full-size sport utility 19% Compact sport utility
  • Vehicles play a large role in the professional commute Top 4 purposes CA LinkedIn members use their primary vehicle for 1 2 3 4 81% 75% 66% 54% Running errands Commuting to/from work Long-distance travel Recreational driving LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who own at least 1 vehicle
  • One in four LinkedIn members in Canada owns a luxury vehicle, while four percent own a hybrid Among all LinkedIn members in Canada % 26 % 4 % <1 Own a Own a Own a Luxury Hybrid Electric vehicle vehicle vehicle LinkedIn survey. Canada 2013.
  • Luxury vehicle owners on LinkedIn are likely to connect their vehicles to their professional image Among LinkedIn members in Canada who own a luxury vehicle 3 in 5 My vehicle is a reflection of who I am as a professional 2 in 5 I associate myself with specific auto brands to convey a professional image 1 in 3 My vehicle is important for impressing business clients and prospects LinkedIn survey. Canada 2013.
  • In-market to purchase
  • More than a third of LinkedIn members in the Canada plan to buy a new vehicle within the next year 34% LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada.
  • More than a third of LinkedIn members in Canada plan to buy a new vehicle within the next year % 32 Plan to buy within 0-6 months % 34 68% Plan to buy within 7-12 months LinkedIn survey. Canada 2013.
  • LinkedIn members in Canada with higher income are more likely to be in-market for a new vehicle Likelihood to be in-market for a new vehicle in the next 12 mos. 46% 34% 30% <$75K LinkedIn survey. Canada 2013. $75K - <$150K $150K+
  • One in four Canadian LinkedIn members will replace a vehicle in their household 1 in 4 1 in 10 Plan to replace Plan to add a new existing vehicle in the next year LinkedIn survey. Canada 2013. vehicle
  • Among those who are in-market, one in four will add a net new vehicle to their household total % 75 Plan to replace existing vehicle % 34 % 25 Plan to add a new vehicle LinkedIn survey. Canada 2013.
  • Among those who are in-market for a new vehicle in the next year, one in two is considering a hybrid 1in 2 1in 2 1in 4 Is considering a Is considering a Is considering a Hybrid Luxury Electric vehicle vehicle vehicle LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
  • Those who are in market for a new vehicle are most likely considering sedans, coupes, or SUVs 36% 36% 34% 23% Full-size sedan/coupe Compact sport utility Compact sedan/coupe Full-size sport utility LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
  • In-market LinkedIn members are still considering what they will purchase 49% 51% decided on one vehicle type still considering multiple vehicle types 25% 75% decided on one brand still considering multiple brands LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
  • Professional changes trigger new vehicle purchases 37% of in-market LinkedIn members are triggered by at least one of these professional events Want a vehicle that fits my professional image 20% Received/expect to receive a raise/bonus/other income 15% 11% Changed/expect to change jobs An achievement such as a promotion or graduation 8% LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
  • Following
  • Experts, peers, and auto brands would be top sources of influence when shopping for a vehicle If you were shopping for a new vehicle, how influential would information, opinions or recommendations from the following sources be on your decision? 82% 80% 76% 69% 64% 44% Automotive experts Family or friends Automotive brand/company Colleagues Other online Automotive dealer/ consumers salesperson Not family, friends, colleagues LinkedIn survey. Canada 2013.
  • Experts, peers, and auto brands would be top sources of influence when shopping for a vehicle If you were shopping for a new vehicle, how influential would information, opinions or recommendations from the following sources be on your decision? 82% 80% 76% 69% 64% 44% Automotive experts Family or friends Automotive brand/company Colleagues Other online Automotive dealer/ consumers salesperson Not family, friends, colleagues LinkedIn survey. Canada 2013.
  • There is an opportunity for Auto brands to improve brand perception by sharing relevant content 38% My perception of an auto brand would be positively impacted if it shared compelling content on LinkedIn LinkedIn survey. Canada 2013.
  • Top 4 types of content that members want from auto brands 1 2 3 4 56% 55% 43% 30% New vehicle model information Industry expert commentary Automotive technology info Auto industry news or content LinkedIn survey. Canada 2013.
  • If you were to follow an automotive brand on LinkedIn, which, if any, of the following types of information or interaction would you want from that brand? $75K <$75K <$150K $150K+ Total M F 18-34 35-54 55+ Information about new vehicle models 56% 60% 49% 49% 60% 57% 53% 63% 55% Industry expert reviews or commentary 55% 57% 53% 50% 55% 63% 57% 62% 50% Information about auto/in-car technology 43% 47% 37% 42% 43% 46% 45% 47% 44% Automotive industry news or content 30% 32% 28% 32% 30% 27% 30% 35% 24% General company information 30% 30% 32% 36% 28% 29% 35% 36% 25% General interest/lifestyle content 24% 23% 26% 25% 22% 28% 28% 22% 26% Updates on company social responsibility 24% 18% 35% 28% 23% 22% 32% 25% 18% Opportunity to participate in polls 19% 21% 17% 24% 19% 13% 23% 23% 18% Invitation to join relevant groups 10% 12% 8% 11% 11% 8% 11% 13% 9% LinkedIn survey. Canada 2013.
  • ” LinkedIn survey. Canada 2013. “A brand’s presence on LinkedIn would make them appear more trustworthy and professional in my eyes.” - Female, 18-24 years old. Associate / Individual Contributor.
  • ” LinkedIn survey. Canada 2013. “I believe LinkedIn to be a professional network and therefore take the information I receive on it more seriously.” - Female, 50-54 years old. Self-employed / Consultant.
  • ” “I check LinkedIn several times daily. Having automotive brands post to LinkedIn would be an effective channel for communicating with me regarding new products, offers, technology, etc.” - Male, 45-49 years old. Director. LinkedIn survey. Canada 2013.
  • © 2013 LinkedIn. All rights reserved.