Ninety percent of women either lead or have a say in their family’s car purchase but only one in 10 females feel car advertising talk to them, according to Hello I’m Venus research.
The Hello I’m Venus study surveyed 410 women in January between the ages of 30 and 60 years to demonstrate how car advertisers are undervaluing the female market.
All the women surveyed were actively in the market for a car either retrospectively and/or in the near future.
Bec Brideson, director of Hello I’m Venus, said: “As for how effective car advertising is in the engagement of women, this survey confirms that car brands continue to under deliver in terms of connecting. Given the overwhelming participation of women in the research and final purchasing stages, car brands are overlooking a massive opportunity.”
Just one in 10 women believe automotive advertising understands them and their buying decisions and one-in-three women in NSW and Victoria believe they are misunderstood.
The automotive industry is not alone in misunderstanding women, as a previous Hello I'm Venus study found banks fail to take women seriously.
When it comes to purchasing a car for the family it’s “certainly not a ‘man’s world”, according to Brideson.
In fact only 9% of the women said the final purchasing decision was made by her partner or husband.
The top five most desirable auto brands amongst those surveyed were Toyota, Mazda, Holden, Hyundai and Ford.
Toyota proved to be a polarising brand with 14% least liking it and 17% most liking it.
The research was conducted by Pureprofile for the marketing to women agency.