Digital And Traditional Media Coexist In New-Car Owners’ Life

Drivers of new vehicles are not replacing traditional media with the Internet, but they are accessing traditional media content through alternative digital channels.

This is one of the conclusions that can be taken out of the recently released J.D. Power 2014 U.S. Automotive Media and Marketing Report —Summer.

The report has been conducted regularly since 1987 and provides a strategic perspective on the factors that influence new-vehicle purchases, as well as attitudinal, lifestyle, recreational and media consumption behaviors.

This year, J.D. Power said the report has been expanded to include digital media consumption habits, including using search engines, social media sites and music/video sites.

“The Internet is often viewed as an alternative to traditional media, yet the Internet should be viewed as an additional medium on which to consume such traditional media as magazine, newspaper and television content, in addition to other digital content,” said Arianne Walker, senior director, automotive media & marketing at J.D. Power. “The proliferation of device usage to consume traditional media content means that automakers can take advantage of integrated marketing programs offered by media outlets in order to reach consumers across all modes of content.”

While the vast majority (93 percent) of new-vehicle drivers still use a computer for accessing the Internet for personal use, many access the Internet on a smartphone (57 percent) or a tablet (45 percent).

Here are the key findings of this study when it comes to media; this insight helps understand the needs and possible applications for new in-car technologies as well as how new car buyers can be reached:

Digital consumption of traditional

  • Four in ten (41percent) new-vehicle drivers have read magazine content online in the past six months.
  • More than one-half (52 percent) of new-vehicle drivers have read newspaper content online.
  • One-third (33 percent) have watched a TV show online.

Readership via Mobile Apps

  • Twenty-five percent of new-vehicle drivers have either frequently or occasionally read a magazine through an app in the past six months.
  • Thirty-six percent of new-vehicle drivers have read a newspaper through an app and 29 percent have watched a TV show on an app in the past six months.

Social Media Website Visitation

  • New-vehicle drivers can also be reached with marketing messages through non-traditional online content, such as social media.
  • Nearly two-thirds (65 percent) of new-vehicle drivers visit a social networking media site in a given month.
  • Among the social media sites measured in the study, Facebook is the most popular among the top five social media sites, with 57 percent of new-vehicle drivers logging on to the site in a given month. Facebook is used by new-vehicle drivers of all age groups, with nearly one in five (19 percent) being 65 years or older.
  • Additionally, Instagram, LinkedIn, Pinterest and Twitter (listed in alphabetical order) are among the top five social media sites most often visited by new-vehicle drivers.

Exposure to Digital Place-Based Media

  • Nearly half (47 percent) of new-vehicle drivers have viewed digital place-based media that show customized programming and advertising outside their home in a given month.
  • The venues where digital place-based media are most often viewed by drivers are restaurants/bars (27 percent), retail stores (21 percent) and shopping malls (19 percent).

J.D. Power said the 2014 U.S. Automotive Media and Marketing Report—Summer is based on a nationwide survey of 31,200 principal drivers of recently purchased or leased new vehicles. The report is based on drivers who acquired their vehicle between November 2012 and October 2013.