SOURCE: Jumpstart Automotive Group

October 10, 2013 07:00 ET

Jumpstart Reports: Survey Reveals a Shift in Auto Shopping

Mobile, Millennials, and Brand Loyalty

SAN FRANCISCO, CA--(Marketwired - Oct 10, 2013) - Jumpstart Automotive Group today released the results of its Automotive Shopping Series, which reveals trends in online auto shopping. Surveying visitors to its portfolio of automotive sites, Jumpstart looked at the factors that influence shoppers' buying and leasing decisions, the devices consumers use during their research process, and the brands auto shoppers are most loyal to.

"When you're talking about a device or an audience segment, there is no one-size-fits-all solution. Auto manufacturers need to focus on the core competencies of their brand, and devise a strategy that can scale across devices and audiences. If you try to "talk to Millennials" as a separate strategy, it can be viewed as inauthentic. And if you just resize desktop creative for mobile, it can lose its impact. Test media messaging, creative, and placements while staying true to your product," said Laura Schooling, chief marketing officer of Jumpstart Automotive Group.

Visit http://jagurl.com/2013survey to access all four infographics and read the survey methodology

More highlights from the survey

Device Usage and Content Consumption:

  • 75% of shoppers use a desktop or a laptop as their primary shopping device
  • 45% look up information on a mobile device while at a dealership

Purchase Intent and Influencing Factors:

  • 21% are considering a luxury brand as their top choice for their next purchase
  • 81% of shoppers plan to spend up to $45K on a new vehicle

Brand Loyalty:

  • 79% of Asian brand owners will buy an Asian brand again
  • 59% of European brand owners return to market within three years

Visit http://jagurl.com/2013survey to access all four infographics and read the survey methodology

About Jumpstart Automotive Group
Jumpstart Automotive Group, a division of Hearst Magazines, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. Jumpstart is an industry thought leader known for its True Market Impact™ brand reports and in-depth shopping trend insights. Exclusively representing automotive digital publishers, Jumpstart reaches consumers at all stages of consideration and provides in-market scale. JumpstartAuto.com, @JumpstartAuto

Jumpstart is: Car and Driver, LeftLane, NADAguides, CarGurus, EveryCarListed, Overstock Cars, U.S. News Automotive, J.D. Power Autos, ConsumerGuide Automotive, CarSoup, hybridCARS, plugincars, Road & Track, and Autobytel