NEW YORK, Oct. 17, 2018 /PRNewswire/ -- Nielsen (NYSE:
NLSN) released findings today that revealed the dizzying array of
choices car buyers confront along their path to purchase. The
Nielsen Auto Marketing Report 2018 shows that by the time car
shoppers are ready to buy, they have twice as many brands under
consideration than when they started their search. Findings from
the report also highlight the importance of being top-of-mind with
car buyers, which accounts for 90% of a brand's purchase
intent.
"When it comes to automotive brand building, quality awareness
is more important than quantity. Brands need to build salience and
relevance with consumers, not awareness for awareness' sake," said
Damian Garbaccio, EVP at Nielsen.
"To account for the nuances in a buyers path to purchase,
automotive marketers need to employ an omni-channel strategy. This
means cohesive messaging that elevates the brand and converts
shoppers into buyers. You need the right combination of buyer-based
data, technology and measurement capabilities to make this happen,
something our recently launched Nielsen Auto Cloud fueled by J.D.
Power excels at."
The report provides deep insight into the car buyer's path to
purchase. It looks at how advertising, demographics and brand
market share impact buying behavior. This helps auto brands and
their agencies develop more informed strategies that improve
marketing effectiveness.
- 90% of all purchase intent is due to
unaided1—or
top-of-mind—awareness
- Car shoppers with unaided brand awareness have 10X the purchase
intent as those with only aided awareness2
- 71% of car shoppers recall the advertising they see on linear
TV in the final days of shopping
- Purchase consideration for social media users is 25% higher
than non-social media users
- Millennial purchase consideration nearly doubles during their
car buying journey
- Large brands have four to five times unaided brand awareness of
smaller brands, leading to three to four times the purchase
consideration
The Nielsen Auto Marketing Report helps auto marketers better
understand and act on the key drivers of long-term brand equity,
shopper engagement and—most
importantly—car sales. It effectively captures the
voice of the U.S. car buyer and offers a unique perspective on what
impacts buying decisions the most.
This year's report makes it clear that auto marketers need to
build deeper connections with consumers and balance brand building
(for top-of-mind awareness) with customer acquisition tactics to
encourage purchase decisions late in the buying process. It takes a
more media agnostic, customer-first marketing approach to build
these connections long before prospects are actively in the market
for a new vehicle.
The research is based on quarterly online surveys of over 9,000
people/respondents planning to purchase a vehicle in the next two
years. Since 2012, more than 220,000 surveys have been
completed.
Download a copy of The Nielsen Auto Marketing Report 2018
here.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a
global measurement and data analytics company that provides the
most complete and trusted view available of consumers and markets
worldwide. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
1 Unaided brand awareness is defined as the
percentage of respondents that are aware of an auto brand without
assistance (or prompts) of any kind.
2 Aided brand awareness is defined as the
percentage of respondents that are aware of an auto brand only when
explicitly asked or prompted with the name of the brand.
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SOURCE Nielsen