More than two million Australians plan to purchase a new car in the next 12 months, according to EMMA data which shows newspapers reach 90% of perspective buyers.

Newspapers reach 84% of all car buyers every month while digital media reaches 51%, according to The Newspaper Works’ EMMA.

“Newspapers offer a more efficient way to influence consideration than other media. emma data tells us that, for two of the biggest market segments (medium cars and SUVs) , prospective buyers are over 10% more likely than the general population to be heavy newspaper readers (indexing 117 and 111 respectively),” The Newspaper Works blog post said.

“On the other hand, these car buyers are less or no more likely be using the internet or TV than the general population.”