We recently ran an automotive consumer survey across 500 people in Australia to gain insights on their buying behaviour. Here are our top 3 findings. 1. 74% will start the search for the next car online. 2. 72% are happy to switch brands. 3. Price is the highest consideration when making a purchase at 72%. 35% of the respondents were also willing to travel more than 50 km to get a further 5% discount. Have a look at the slide for more findings.

1. Results through Insights
2015-2016 AUSTRALIAN AUTOMOTIVE
INDUSTRY INSIGHTS by SPARC MEDIA
Data collected from Pureprofile Research Panel in April 2016. n = 500

2. Results through Insights
PURCHASE DECISIONS USING
ONLINE RESOURCES
74% will start
the search for
their next car online
of which 31%
will first go to
search engines
and 30%
directly to
car brand websites.

3. Results through Insights
BRAND LOYALTY
are happy to switch
brands.
are loyal customers and
would stick to the same
brand.
72%
28%

4. Results through Insights
MOTIVATION
will look for a new
car in order to
upgrade to a better
one.
only a fraction are
motivated by wanting
something more
environmentally friendly.
32%
1%

5. Results through Insights
IMPORTANT CONSIDERATIONS
WHEN LOOKING TO BUY A CAR
PRICE SAFETY &
RELIABILITY
72% 29%
RUNNING
COSTS
11%
Only 4% consider brand to be the most
important factor and 3% rate in-car
technology as the most important.

6. Results through Insights
DISTANCE PEOPLE WILL TRAVEL IF THEY
SAVED
5% ON THE PURCHASE PRICE
10 km 30 km 50 km More than 50 km
23%22%13% 35%

7. Results through Insights
OPPORTUNITIES
Motivation
People are driven
by the motivation to
upgrade to a new
car. Use this as a
driver in your
advertising
campaigns.
Reach
Majority of your
customers begin their
search online. Reach
them with
Programmatic
Advertising.
Price
Price is a big factor in
purchase decision.
Target advertising
around value for
money.
Brand
Loyalty
Lack of brand loyalty
provides you the
opportunity to
persuade people to
switch brands, with the
right message.

8. Results through Insights
CALL US
TODAY!
www.sparcmedia.com
(02) 8206 8844 sales.au@sparcmedia.com
Suite 501-502, Lv 5 Grafton Bond Building
201 Kent Street, Sydney NSW 2000