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.
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)
Ute 34 31
Van 8 6
Convertible 6 4 2