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J.D. Power Reports: New-Vehicle Drivers Not Replacing Traditional Media; Digital Channels Coexist

Companies mentioned in this article: J.D. Power

WESTLAKE VILLAGE, Calif., July 30, 2014 /PRNewswire/ -- Drivers of new vehicles are not replacing traditional media with the Internet, but they are accessing traditional media content through alternative digital channels, according to the recently released J.D. Power 2014 U.S. Automotive Media and Marketing Report(SM) --Summer.

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The report has been conducted since 1987 and provides a comprehensive strategic perspective on the factors that influence new-vehicle purchases, as well as attitudinal, lifestyle, recreational and media consumption behaviors. This year, 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%) of new-vehicle drivers still use a computer for accessing the Internet for personal use, many access the Internet on a smartphone (57%) or a tablet (45%).

KEY FINDINGS

    --  Digital Consumption of Traditional Media
        --  Four in ten (41%) new-vehicle drivers have read magazine content
            online in the past six months.
        --  More than one-half (52%) of new-vehicle drivers have read newspaper
            content online.
        --  One-third (33%) 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%) 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%) 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%) 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%), retail stores (21%) and shopping
            malls (19%).

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.

Media Relations Contacts
John Tews; Troy, Mich. 248-680-6218; media.relations@jdpa.com
Syvetril Perryman; Westlake Village, Calif.; 805-418-8103; media.relations@jdpa.com

About J.D. Power and Advertising/Promotional Rules www.jdpower.com/about/index.htm
About McGraw Hill Financial www.mhfi.com

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SOURCE J.D. Power