Eyeota has released its latest results on automotive purchase intentions in Australia and the results provide a deep dive into what motivates the buyer and segments those into six different personas.
Speaking on the results, Eyeota ANZ GM Peter Hunter said,“Agencies and clients are taking a stronger interest in how audiences and data intersect, giving insight into how this can be used to increase campaign efficiency and results.
“We see the automotive category amongst those leading this charge.”
Eyeota’s six groups were:
- The Typical Aussie
- Baby Boomers and Gen X
- Luxury Buyers
According to the results, demand for millennial audience data has grown significantly in Australia and the findings show that millennials vary widely in their interests and preferences.
Their lifestyles include green living, blogging and social media, attending concerts and gaming, and they are more willing to spend money on experiences.
They are primarily targeted by commercial and general automotive brands and auto dealerships, and are 2.4x more likely than the average car buyer to seek approval for their purchases. They are also 2.4x more likely to be environmentally conscious.
On the other hand, Baby Boomers and Gen X are into indulgent purchases and primarily targeted by luxury and commercial brands as they are likely to pay a premium for quality.
They are 2.7x likely to be careful with their money and invest smartly, yet are highly likely to be impulse buyers, though tend to check product reviews to learn more about the product.
“Men are from Mars – Women are from Venus” as the saying goes, and the differentiation in auto selections highlight this.
Men are more confident when purchasing a car. They tend to be more image conscious, focusing on the vehicle’s interior and exterior designs and high-end technology.
They are 2x more likely to be into arts, sciences and culture, but 2x more likely to be discount shoppers than the average Australian auto enthusiast.
Women conduct most of their motoring research online. Key features they look for in a car are reliability, durability, affordability, and safety.
They are 2.1x more likely than the average auto intender to be health conscious and 2.6x more likely to be interested in outdoor sports. Women are also big gift and seasonal discount shoppers.
Data adoption by luxury brands comprises 14 per cent of ANZ’s total data spend, with a preference to qualify potential leads first with consumers’ ability to afford them. Commercial brands in ANZ seek to target selective profiles of high-income and affluent families.
Globally, luxury and commercial auto brands invest 20 per cent of their spend in targeting existing owners of their own and similar brands.
Automotive advertisers prefer niche segments such as Metrotechs, Auto Intent and specific car brand segments when targeting consumers, increasing the probability of reaching actual in-market customers.
Auto Parts brands, in particular, tend to focus on a specific audience, with a 60 per cent preference for 25 to 40 year old males.
Generally, automotive brands target Automotive Enthusiasts and users consuming automotive content, while commercial vehicle brands prefer Sociodemographic Profiles, Brand Affinity, and in-market purchase segments, in particular Young, Affluent; Auto Brands, Sporting Clubs; Auto and Travel Intent.
“Outside of targeting traditional auto intenders or car brand ownership, marketers want to know more about how best to prospect new customers armed with the knowledge of attributes such as profession, retail buying behaviour, travel, etc.,” Hunter said.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]