Nine Study: Women In The Drivers Seat When It Comes To Car Purchases

Nine Study: Women In The Drivers Seat When It Comes To Car Purchases
SHARE
THIS



Despite an outdated stereotype around men and cars, new research has highlighted how different the automotive buying journey is for females and males, providing fresh insights for brands into how best to target their marketing efforts within this space.

The new study – Women In The Driving Seat – commissioned by Nine’s strategic client solutions division 9Powered and leading digital women’s network 9Honey was released today at Nine’s The Big Ideas Store. It found that for many female car buyers there is a longer purchase journey, with more than half of those looking to buy talking themselves out of the purchase.

9Auto 2

“Our research showed a different motive behind male and female car buyers, with many women also reporting a more research-based purchase journey,” said Melissa Mullins, Nine’s director of strategy. “Brands need to actively recognise this difference and remain committed to the journey to help convert buyer intent into a purchase.”

The study, conducted by research firm The Lab Insight & Strategy, included more than 500 respondents, and found that while women on the whole were more likely to consult their partner than men (51 per cent for females versus 37 per cent for men) more than half of female respondents (54 per cent) said when it came to the final decision they made it on their own.

9Auto 3

Mullins believes this presents an opportunity for automotive marketers to look at how they are communicating with female customers.

“Our research found that by and large, women were far less emotional and more pragmatic when it comes to buying a car,” she said. “However, it was also interesting to note more than 47 per cent of female respondents wanted greater representation of women in car advertising, arguing that advertising that focuses too much on men is a turn-off.”

The majority of female respondents said they preferred a “slow and steady” approach to buying, reporting that it took them up to 50 per cent longer than men to make a decision on which car to buy.

Some 73 per cent of women surveyed believed buying a car was a big decision they didn’t need to rush, while 63 per cent said they did all the research, negotiation and final decision on their own.

For marketers, the survey also highlighted the priorities of female customers with 75 per cent of respondents highlighting the practical features of the car as a key priority, followed closely by the current price on offer (73 per cent).

“Our respondents also highlighted the key triggers for female car buyers, which were the age and reliability of the car followed by a change in family circumstance, such as a baby, and then the need to upgrade due to either desire or cost of repairs,” said Lisa Day, Nine’s Director of Sales – Lifestyle.

“For many automotive advertisers these are key audiences and, as this study shows, we at Nine through our strategic investments in both CarAdvice and 9Honey are well positioned to help them reach consumers in this space.”

Please login with linkedin to comment

Channel Nine Melissa Mullins

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]