Jumpstart’s Eighth Annual Insights Book Highlights Where Automotive Shopping Preferences Have Changed And What’s In Store For The Year Ahead
San Francisco, CA—April 9, 2018 – Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, today released its eighth annual Insights Book. This collection of annual analysis on consumer shopping patterns spans Jumpstart’s portfolio of automotive websites representing 20 million in-market shoppers. Click here to download the 2017 – 2018 Insights Book.
Among the Key Findings:
- While smartphone usage continues to grow, the growth rate is starting to slow down. Car shoppers visiting Jumpstart sites from mobile devices increased in 2017 (smartphone +6%, tablets +18%), while desktop visits fell -12% compared to last year.
- Jumpstart’s audience has become more affluent; While a majority have a household income of $75k+ (57%), its audience with a household income of $100k+ surpassed 40% in 2017, a 10% increase from the prior year.
- Used car interest continues to grow, and is an attractive alternative to new and luxury shoppers:
- New shoppers also considering used vehicles represented 19% in 2017, up from 16% prior year (+19% change).
- New luxury shoppers also considering used saw an increase of 36% year-over-year
Spotlight on Three New Vehicle Segments with Heavy Used Cross-Shopping: New shoppers are also considering used options in these three segments.
|New Sedan||2017||% Change YOY|
Additional Automotive Shopper Insights
In a continued effort to better understand automotive shoppers and the overall Jumpstart audience, 1,143 U.S. auto shoppers across the company’s 13 automotive websites were surveyed on a number of key purchase trends.
- 92% are willing to consider a different brand from their current vehicle; Millennials are 41% less likely to buy the same brand (vs. the total in-market audience) and are showing higher interest in trucks than the average in-market shopper
- Luxury shoppers are 49% more likely to purchase an SUV as their next vehicle; Used shoppers are researching cars 50% more than SUVs.
- Top 3 must-haves include fuel efficiency, a lower monthly payment, and finding a good deal; Luxury shoppers are 20% more likely to list “safety technology” as a must-have than non-luxury shoppers; Women are 31% more likely than men to list “lower price/monthly payment” as a must-have.
The 2017 – 2018 Insights Book also includes key perspectives on luxury trends, utility vehicles, U.S. and Canadian automotive shopper trends, and it offers insightful predictions on the road ahead in 2018 for the automotive market and automotive marketing.
“Despite a sales environment that seems to have plateaued recently, the industry remains healthy and poised for continued advancements for consumers in the years ahead,” said Libby Murad-Patel, vice president marketing and strategic insights at Jumpstart. “Part of the growing excitement is watching and anticipating the changing preferences of consumers and understanding their impact. Our annual Insights Book allows us, our publishers, OEMs, and dealer partners a collective chance to better meet the needs of shoppers, and bring forth a more satisfying automotive experience that drives consumers into the showroom.”
To download the 2017 – 2018 Insights Book, click here.
Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos, LeftLaneNews.com, CarSoup, CarBuzz, CarStory, and VehicleHistory.com.
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.