News Feed Item

Nielsen: 65 Percent of Global Online Consumers Plan to Buy a New or Used Car in the Next Two Years; Online Advertising and Information Most Helpful for Buyers

Sixty-five percent of global online consumers across 60 countries plan to buy a new or used car in the next two years, according to a new study by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Auto demand will be strongest in Latin America (75%), Middle East/Africa (75%) and Asia-Pacific (72%), while more than half of North Americans (56%) and half of Europeans (50%) expect to buy a new or used car in the next 24 months.

“Linking global automotive demand with consumer sentiments and media habits is vital to developing marketing strategies that connect the right consumers with the right automotive brands,” said Pat Gardiner, president of Nielsen Automotive. “The Asia-Pacific and Latin American regions, as expected, represent large areas of growth opportunity for the industry, but capturing this opportunity hinges on marketers successfully identifying, understanding and effectively connecting with buyers’ needs and desires. Online platforms, in particular, present unique opportunities to reach these buyers.”

The Nielsen Global Survey of Automotive Demand polled more than 30,000 Internet respondents1 in 60 countries to identify where automotive demand is greatest and to reveal the emotional as well as the financial motives that are most influential in driving new and used car purchase intent. The findings are integrated with an 11-country media consumption study to uncover the media platforms where automotive advertising resonates most strongly and which websites can be most helpful for car-buying consumers.

New car purchase intent is strongest in Asia-Pacific, where 65 percent of respondents say they will buy new in the next two years, compared with 7 percent who plan to buy used cars. In Latin America, 47 percent of respondents say they will buy a new car, while 28 percent plan to buy used. Similar ratios are found in Middle East/Africa (45% new vs. 30% used) and North America (34% new vs. 22% used) while in Europe, more respondents plan to buy a used car (28%) rather than a new car (22%) in the next two years.

“Marketers need to abandon some preconceived notions about the factors that influence a new versus used car buyer or first-time buyer versus an existing owner,” said Gardiner. “Getting to the heart of what drives purchase decisions allows auto marketers to fine-tune their marketing strategies to address the unique needs of the buyers in their markets.”

Whether new or used, total car-buying intentions are greatest in developing countries, with highest demand in India (83%), Brazil (82%), Indonesia (81%), Thailand (79%), Mexico (79%) and China (78%).

Online Advertising and Content Resonate with Car Buyers

Advertising via online platforms is most helpful to consumers when buying a new car, according to Nielsen’s Media Consumption Survey (2012-2013) across 11 countries.

Nearly half (46%) of respondents say that automotive advertising via websites is “very helpful” when considering the purchase of a new car, compared with 42 percent who say the same about advertising on TV, followed by 32 percent for magazines, 29 percent for newspapers, 21 percent for mobile and 20 percent for radio ads. Online methods resonate most strongly in India, where nearly three-quarters (74%) find websites very helpful, followed by Brazil (69%), China (60%), Thailand (58%) and Russia (51%).

According to Nielsen’s study, the websites considered most informative when making a car purchase are automotive brand websites (65%), professional product review websites (41%), other third-party informational sites (38%) and dealer websites (38%). One-third (34%) of global respondents find social media sites most helpful, and about one-fourth (23%) say video sites with product demonstrations are most useful.

“Online is developing globally as a space to reach buyers that are actually engaged in marketing content,” said Gardiner. “Car buyers also have a propensity toward Original Equipment Manufacturer (OEM)-branded sites, suggesting that marketers should be paying significant attention to the effectiveness of these owned assets.”

Love of Driving Triggers Auto Sales

According to Nielsen’s survey, 84 percent of global respondents in the market to buy a new car say that aside from financial reasons, an emotional love of driving is the biggest trigger of automotive sales. Owning a car to fulfill utilitarian needs (63%) or to reflect a symbol of status (62%) are other motivators that will spur future automotive demand.

“Automotive makers are well aware of the power of emotional connections for car buyers, but the key is making sure these messages are clear and resonate through their campaigns to the right audience,” said Gardiner. “If auto marketers know that consumers are driven by status, then sales efforts centered on the luxury car market should be a priority focus. Similarly, with utility-minded, finance-driven or driver-enthusiast consumers, a keen focus on their desires will ensure that marketing strategies are proactive and aligned with their wants.”

Nielsen information shows that while the love of driving as a purchase motivator among existing car owners is greatest in Asia-Pacific (86%), 75 percent of respondents are also driven by the desire for status, followed by the need for utility (69%). Among existing car owners in the Middle East/Africa and Latin American regions, a love of driving (85% Middle East/Africa; 83% Latin America) and status (69% Middle East/Africa; 49% Latin America) are motivators, followed by utility (56% Middle East/Africa; 44% Latin America). In North America and Europe, respondents cite the love of driving (80% North America; 82% Europe) over utilitarian reasons (71% North America; 56% Europe) and status intentions (51% North America; 42% Europe).

About the Nielsen Global Survey

The Nielsen Global Survey of Automotive Demand was conducted between August 14 and September 6, 2013, and polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users and is weighted to be representative of Internet consumers. It has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.

About the Nielsen Media Consumption Study

The Nielsen Media Consumption Study was conducted in 2012-2013 and polled more than 85,000 consumers in 11 countries using a combined online and offline methodology. The countries in the study include: Australia, Brazil, China, France, Germany, India, Italy, Russia, Spain, Thailand and the United Kingdom.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.

1 While an online survey methodology allows for tremendous scale and global reach, it provides a perspective on the habits of existing Internet users, not total populations. In developing markets where online penetration is still growing, audiences may be younger and more affluent than the general population. In addition, survey responses are based on claimed behavior, rather than actual metered data.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
WebRTC adoption has generated a wave of creative uses of communications and collaboration through websites, sales apps, customer care and business applications. As WebRTC has become more mainstream it has evolved to use cases beyond the original peer-to-peer case, which has led to a repeating requirement for interoperability with existing infrastructures. In his session at @ThingsExpo, Graham Holt, Executive Vice President of Daitan Group, will cover implementation examples that have enabled ea...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
SYS-CON Events announced today that Coalfire will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Coalfire is the trusted leader in cybersecurity risk management and compliance services. Coalfire integrates advisory and technical assessments and recommendations to the corporate directors, executives, boards, and IT organizations for global brands and organizations in the technology, cloud, health...
November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Penta Security is a leading vendor for data security solutions, including its encryption solution, D’Amo. By using FPE technology, D’Amo allows for the implementation of encryption technology to sensitive data fields without modification to schema in the database environment. With businesses having their data become increasingly more complicated in their mission-critical applications (such as ERP, CRM, HRM), continued ...
In his session at 19th Cloud Expo, Claude Remillard, Principal Program Manager in Developer Division at Microsoft, will contrast how his team used config as code and immutable patterns for continuous delivery of microservices and apps to the cloud. He will show the immutable patterns helps developers do away with most of the complexity of config as code-enabling scenarios such as rollback, zero downtime upgrades with far greater simplicity. He will also have live demos of building immutable pipe...
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
SYS-CON Events announced today that Cloudbric, a leading website security provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Cloudbric is an elite full service website protection solution specifically designed for IT novices, entrepreneurs, and small and medium businesses. First launched in 2015, Cloudbric is based on the enterprise level Web Application Firewall by Penta Security Sys...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Rapid innovation, changing business landscapes, and new IT demands force businesses to make changes quickly. In the eyes of many, containers are at the brink of becoming a pervasive technology in enterprise IT to accelerate application delivery. In this presentation, you'll learn about the: The transformation of IT to a DevOps, microservices, and container-based architecture What are containers and how DevOps practices can operate in a container-based environment A demonstration of how Docke...
Enterprises have been using both Big Data and virtualization for years. Until recently, however, most enterprises have not combined the two. Big Data's demands for higher levels of performance, the ability to control quality-of-service (QoS), and the ability to adhere to SLAs have kept it on bare metal, apart from the modern data center cloud. With recent technology innovations, we've seen the advantages of bare metal erode to such a degree that the enhanced flexibility and reduced costs that ...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Governments around the world are adopting Safe Harbor privacy provisions to protect customer data from leaving sovereign territories. Increasingly, global companies are required to create new instances of their server clusters in multiple countries to keep abreast of these new Safe Harbor laws. Is it worth it? In his session at 19th Cloud Expo, Adam Rogers, Managing Director of Anexia, Inc., will discuss how to keep your data legal and still stay in business.
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...