Nielsen conducted a global online study to find out what motivates the car buyers of tomorrow, where they live and how to reach them. What types of cars will appeal to intended buyers? Are there attitudinal differences between existing car owners and first-time car buyers? In a fragmented media landscape, will advertising in traditional TV and newspaper formats be most effective, or will online and mobile platforms resonate more successfully?
The Nielsen Global Survey of Automotive Demand polled more than 30,000 Internet respondents in 60 countries to identify where automotive demand is greatest and to reveal the emotional as well as the financial motives that are most influential in driving new or used car purchase intent. We’ve integrated the findings with an 11-country media consumption study to uncover the media platforms where automotive advertising resonates most strongly and the websites that can be most helpful during the path to purchase.