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Car Buyers Who Seek Out In-Vehicle Technology Consume Social Media, TV, and Magazines at High Rates

Car Buyers Who Seek Out In-Vehicle Technology Consume Social Media, TV, and Magazines at High Rates

By Philly Murtha, July 31, 2015

Consumers who shop for and purchase a new car or truck based on its in-vehicle technology also use media at high rates, according to the summer edition of the J.D. Power 2015 U.S. Automotive Media and Marketing Report.SM These buyers or lessees also spend more time on the Internet for personal use, watch more television, and read more magazines--often through apps--compared with buyers who don't seek technology in their new vehicle purchase, the report shows.

The Automotive Media and Marketing Report, published annually, provides a comprehensive analysis of factors that influence consumers' new-vehicle purchases and explores their attitudes, lifestyle, and media consumption behaviors. Nearly 29,000 primary drivers of recently purchased or leased new vehicles were surveyed for the report.

In this year's report, 43% of premium-brand drivers cite vehicle technology as one reason for their purchase. Among premium brands, Lincoln, Infiniti, Cadillac, and Audi have the highest proportion of buyers who list "latest technology features" as a reason for purchasing their new vehicle. Additionally, 28% of non-premium brand drivers also embrace technology in their vehicles. Among non-premium brands, Mazda, Buick, and Chrysler have the highest rates of buyers who purchased for the latest technology.

More than one-half (54%) of drivers who listed in-vehicle technology as a reason for purchase access the Internet on tablets, while an even higher 69% access the Web on their smartphones. In contrast, less than one-half (46%) of drivers who do not cite technology as a purchase reason access the Web on tablets, while 63% use their smartphones.

In-Vehicle Technology is Popular across Gender, Age Groups
Similar percentages of men (31%) and women (28%) indicate that the latest technology features are a factor in selecting their new vehicle. In addition, similar percentages of each age group said in-vehicle technology was a reason for purchase: 34 years and younger (31%); 35 to 54 years old (28%); and 55 years and older (31%).

Media Consumption is Strong for Technology-Seekers
Drivers who cite advanced technology as a purchase reason spend an average of 33 hours a week watching television and list "The Walking Dead," "The Big Bang Theory," and "The Voice" among favorite shows. They also read an average of nine magazines (vs. eight for all new-vehicle drivers)--often through an app--with high readership rates for magazines covering wealth, science/technology, and travel.

Different TV Media Patterns Emerge for Younger Consumers
Younger new-vehicle drivers watch less television than older drivers on a weekly basis: 34 years and younger (20 hours); 35 to 54 years old (24 hours); and 55 years and older (35 hours).

A Majority of Drivers Access Social Media
Nearly 70% of new-vehicle drivers who responded to the survey access social media websites or apps. Facebook is the most popular social media site accessed by new-vehicle drivers, followed by LinkedIn and Pinterest.

Additional Research:

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