We’re Changing How We Think About Cars, Says EMMA Data

We’re Changing How We Think About Cars, Says EMMA Data

Increasing choice and affordability have seen distinct consumer attitudes and purchasing patterns emerge in the key mid-priced luxury car and small SUV segments.

The emma (Enhanced Media Metrics Australia) Automotive Trends and Insights Report, Hit The Road!, reveals the ‘Medium Luxury’ and ‘Small SUV’ segments are burning up the road in Australia’s hyper-competitive car market, particularly among consumers who are either considering buying a new vehicle or have recently bought one.

“The emma data shows Medium Luxury car buyers are more inclined than Small SUV buyers to strongly agree they are fanatical about cars, that image is important to them, that they like sporty-looking vehicles and those that are built for speed and high performance,” said Ipsos MediaCT managing director Simon Wake.

“Meanwhile Small SUV buyers, who want a vehicle that can do everything, are most likely to strongly agree a new car has to have ‘all the extras you can get’, with style and image important though less so than for the Medium Luxury segment.”

emma top 5 attitudes of people who drive

emma data also shows the highly competitive environment affects purchase intentions and behaviour differently for each car buying segment.

Four key consumer segments represent 37 per cent of Australia’s adult population and 43 per cent of all new car buyers: the middle/upper-middle class metro families of ‘Assertive Materialists’; young, mainly male, urban and successful ‘Social Creatives’; highly educated, financially successful but non-status focused ‘Conscientious Consumption’; and the lower-middle class, pessimistic ‘Life Is Tough’ group.

“The emma data shows that across the population when researching cars to buy, all income groups rely most heavily on online advertising and searches; advice from family and friends; car manufacturers’ websites and dealer-supplied materials; and traditional media – newspapers, magazines and then television,” Wake said.

“With Australians increasingly spoilt for choice in new car options, our cross-platform audience insights survey emma will continue to guide marketers looking to communicate with car buyers along their roads to purchase.”

 




Please login with linkedin to comment

Australia Post newspapers

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]