2014 U.S. Automotive Media and Marketing Report--Summer Results
By Jeff Youngs, July 30, 2014
Drivers of new vehicles still use traditional media content, but they're more likely nowadays to access it through alternative digital channels, according to the recently released J.D. Power 2014 U.S. Automotive Media and Marketing ReportSM--Summer.
The report, which has been produced since 1987, and which provides a comprehensive strategic perspective on the factors that influence new-vehicle purchases, as well as attitudinal, lifestyle, recreational and media consumption behaviors, has been expanded this year to include digital media consumption habits, including using search engines, social media sites and music/video sites.
"The Internet is often viewed as an alternative to traditional media, yet the Internet should be viewed as an additional medium on which to consume such traditional media as magazine, newspaper and television content, in addition to other digital content," said Arianne Walker, senior director, automotive media & marketing at J.D. Power. "The proliferation of device usage to consume traditional media content means that automakers can take advantage of integrated marketing programs offered by media outlets in order to reach consumers across all modes of content."
According to the report, 93% of new-vehicle drivers still use a computer for accessing the Internet for personal use, while 57% use a smartphone and 45% employ a tablet. The report also shows that 41% of new-vehicle drivers have read magazine content online in the past six months; 52% have read newspaper content online; and 33% have watched a TV show online. Twenty-five percent of new-vehicle drivers have either frequently or occasionally read a magazine through a mobile app in the past six months, while 36% have read a newspaper and 29% have watched a TV show on an app during that period.
The report reveals that 65% of new-vehicle drivers visit a social networking media site in a given month. Facebook is the most popular of the five social media sites included in the report, with 57% of new-vehicle drivers logging on to the site in a given month. Of those visitors, 19% are aged 65 or older. Instagram, LinkedIn, Pinterest and Twitter (listed in alphabetical order) are the other social media sites most often visited by new-vehicle drivers.
Slightly less than half (47%) of new-vehicle drivers have viewed digital place-based media that show customized programming and advertising outside their home in a given month. The venues where digital place-based media are most often viewed by drivers are restaurants/bars (27%), retail stores (21%), and shopping malls (19%).
About the Report
The 2014 U.S. Automotive Media and Marketing Report--Summer is based on a nationwide survey of 31,200 principal drivers of recently purchased or leased new vehicles. The report is based on drivers who acquired their vehicle between November 2012 and October 2013.