Jumpstart’s Eighth Annual Insights Book Highlights Where Automotive Shopping Preferences Have Changed and What’s In Store For The Year Ahead
Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, 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.
New additions included this year
- The consumer path to purchase with a spotlight on cross-shopping trends
- In-depth shopper surveys to identify what’s driving purchase decisions
- Excerpts from our 2017 luxury study (in partnership with Ipsos Connect)
- Why SUVs and CUVs continue to dominate the market
- 2018 Industry trends and predictions
Among the Key Findings
- 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.
- 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.
- 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.
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.