Great in­ten­tions

Data re­veals the top prod­ucts con­sumers want to pur­chase in 2016. ADRIAN FER­NAN­DES looks at how ad­ver­tis­ers can use news­pa­per me­dia to reach shop­pers be­fore they buy.

The Works - - NEWS -

Un­der­stand­ing shop­per be­hav- iour is es­sen­tial for ef­fec­tive mar­ket­ing plan­ning, a chal­lenge made more dif­fi­cult by the fact that con­sumer pref­er­ences are con­stantly chang­ing. Mar­keters who iden­tify the most im­por­tant trends can use th­ese in­sights to op­ti­mise their ad­ver­tis­ing strate­gies and sales tac­tics.

We’ve se­lected data from a range of re­spected sources to fore­cast changes in con­sumer be­hav­iour in the au­to­mo­tive, fi­nance, mo­bile, tech­nol­ogy and travel mar­kets in 2016.

We’ve also used con­sumer data from emma to pro­vide in­sight into the pur­chase in­ten­tions of shop­pers, pro­vid­ing a holis­tic view of what ad­ver­tis­ers can ex­pect from con­sumers in the months ahead.

Car buy­ers tech hun­gry in 2016

A re­cent US study re­ports that car buy­ers are in­creas­ingly in­ter­ested in the lat­est tech­ni­cal fea­tures. More car buy­ers value hi-tech fea­tures over brand ac­cord­ing the 2016 Au­to­trader Car Tech Im­pact study.

Au­ton­o­mous safety fea­tures such as park­ing as­sist, col­li­sion avoid­ance and au­to­matic brak­ing are par­tic­u­larly high on the list, with 70 per cent of car shop­pers more likely to con­sider ve­hi­cles with th­ese fea­tures1.

Aus­tralians place a sim­i­lar im­por­tance on safety, with 74 per cent of prospec­tive new car buy­ers say­ing that safety is an im­por­tant con­sid­er­a­tion when buy­ing a car, ac­cord­ing to emma data.

One of the most strik­ing find­ings from the Au­to­trader re­port is that 65 per cent of con­sumers say they would hap­pily switch car brands to get the tech­nol­ogy fea­tures they wanted.

New tech­nol­ogy is a way for man­u­fac­tur­ers to gain in­roads against com­peti­tors. How­ever, emma data tells us that build­ing and re­in­forc­ing brand re­mains es­sen­tial.

Some 87 per cent of new car prospects who want a car

packed with ex­tras pre­fer well­known car brands.

Auto ad­ver­tis­ers can be ex­pected to dial up car fea­tures in their com­mu­ni­ca­tions in 2016, but its im­per­a­tive they main­tain strong brand­ing in ads.

Data from emma in­di­cates that news­pa­per me­dia, par­tic­u­larly print, of­fers car ad­ver­tis­ers the per­fect en­vi­ron­ment to pro­mote their 2016 range to an en­gaged au­di­ence. News­pa­per me­dia

can drive sales Some 850,000 prospec­tive car buy­ers – 94 per cent of prospects – read news­pa­per me­dia.

Fig­ure A shows the type of cars that news­pa­per read­ers in­tend to buy in 2016. Sports util­ity ve­hi­cles are num­ber one for prospec­tive buy­ers, with 295,000 read­ers plan­ning to splash out on an SUV.

Prospec­tive buy­ers turn to a va­ri­ety of sources when se­lect­ing a car. They seek ad­vice from friends and fam­ily, visit car mak­ers’ web­sites, and visit ded­i­cated au­to­mo­tive web­sites.

Me­dia most use­ful when buy­ing a car

They also rely on tra­di­tional ad­ver­tis­ing to help them make the right de­ci­sion, but not all ad­ver­tis­ing me­dia are equally use­ful. Mag­a­zines and tele­vi­sion are im­por­tant to prospects, but more of­ten than not they con­sider news­pa­pers the most use­ful (seeFig­ureB).

Read­ers ac­tively en­gage with news­pa­pers and think about ad­ver­tis­ing mes­sages in them. This makes them ex­cel­lent for drilling down into de­tails, and an out­stand­ing en­vi­ron­ment for retail/pro­mo­tional mes­sages.

A. News­pa­per me­dia au­di­ence pur­chase in­ten­tion 2016

Ve­hi­cle types (000)

295

SUV/4WD/4x4

189

Sedan

116

Hatch­back

34

Ute 34 31

Wagon

Not sure

20

Coupe

10

Van 8 6

Peo­ple mover

Mo­tor­cy­cle

6

Con­vert­ible 6 4 2

Cab Chas­sis

Light truck

Mo­tor scooter

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