Motoring section readers are auto enthusiasts, over-indexing against non-readers across a range of attitudes and behaviours relating to cars, says emma data.
Readers are 20 per cent more likely to pay for any optional extras when buying a new car, making them an attractive audience for car makers.
Section readers are more likely to value speed and high performance (index 117). This audience also put a premium on slick looks.
They are 14 per cent more likely to buy a car with sporty good looks and 8 per cent more likely to buy stylish looking cars.
A particularly attractive quality from an advertiser’s pointof-view is that respondents say price is not the primary consideration when buying a car (index 112).