SOURCE: Jumpstart Automotive Group

December 17, 2009 13:00 ET

Nearly 75 Percent of Auto Shoppers Holding Out for Economic Stability, New Models and Incentives in 2010

Auto Brands Have Major Marketing Opportunity in January to Reach Thoughtful Buyers

SAN FRANCISCO, CA--(Marketwire - December 17, 2009) - Jumpstart Automotive Group today announced findings from a study of over 1,000 in-market automotive shoppers, revealing that most consumers remain very interested, but cautious, concerning auto purchases, and have made a decision to wait to see what 2010 brings in terms of incentives, new models and economic conditions.

Jumpstart surveyed 1,073 in-market auto shoppers during the months of October and November across its suite of websites including,, and, asking about plans for their next vehicle purchase. Only 27% indicated they planned to purchase a vehicle before the end of 2009. Of the 73% of those surveyed choosing to wait until 2010 to buy, 42% expressed hopes for more favorable incentives and economic stability in 2010, while 31% expressed interest in waiting to see more details on the new vehicles coming to market.

"Confidence remains an issue among consumers in car shopping mode. Lack of assurance in the economy, the job market, and property values has created apprehension among the majority of consumers when it comes to a large purchase like an automobile. For those that were unable to take advantage of the Cash-for-Clunkers program, there's obviously some hope that other large incentives may still come to market to encourage more buying," said Joe Kyriakoza, VP, Strategic Insights for Jumpstart Automotive Group.

Interestingly, Jumpstart has found that despite the surge of consumer interest in automotive in the months of December and January, most manufacturers turn down the advertising (and incentive) noise in the month of January. According to TNS data, the average OEM spent 12% less in January than any other month over the past two years, although the month typically represents a period of high consumer demand, seen in increasing digital automotive traffic. The two largest auto shows in the country take place in December (Los Angeles) and January (Detroit), creating curiosity about new vehicles early in the year. This curiosity leads to a significant increase in digital automotive traffic during the month of January (in January 2009, unique users on the Jumpstart Automotive Group sites went up 33% and page views were up 45% from December 2008).

"The increased traffic combined with the above referenced survey results suggest that, the beginning of the year is actually a major opportunity for manufacturers to deliver compelling incentives and unique offerings to consumers, who are waiting to hear new messages," explained Eve Maidenberg, VP of Marketing for Jumpstart. "Although this signifies a strategic shift from the way manufacturers typically plan their marketing spend, it promises to deliver positive results."

About Jumpstart Automotive Group

The Jumpstart Automotive Group brings together the most diverse audience of in-market automotive shoppers with the industry's most influential auto enthusiast brands to dramatically improve the effectiveness and efficiency of automotive marketing across digital, print, and mobile platforms. Fueled by a passion for performance, the Jumpstart Automotive Group is committed to the development of quality content and services for consumers and to maximizing publisher revenue and advertiser results through innovative products and services. The portfolio of publishing partners include Vehix, Consumer Guide Automotive, JD Power Autos, Autos, Car and Driver, Road & Track,,, HybridCars, CarGurus, and TrueCar. Additionally, Jumpstart has been on the forefront of behavioral targeting and is now developing leading research and strategic insight products.

Contact Information

  • Media Contact:
    Sarahjane Sacchetti
    Jumpstart Automotive Group
    Email Contact
    (415) 254-6100