The results of research conducted in June this year by the DMMA (Digital Media & Marketing Association) South Africa and Effective Measure has shown that people prefer online research when it comes to buying a new or used car. According to the report, car shoppers choose online research over visits to dealerships and car lots, reading print reviews or asking friends and family for advice. Using in excess of 300 websites and more than 1,100 surveys completed by South African Internet users, the research asked respondents the following questions: what car the person drove, how often they were planning on replacing their car, and what price range their next car would be in. At the same time, it also looked into what key criteria were used in selecting a vehicle, and finally, how respondents would go about researching the purchase of a vehicle. The responses showed an overwhelming preference for online research (71,77%), with respondents using websites to check prices and specifications as well as for obtaining unbiased reviews and opinions. In terms of selection criteria when considering the purchase of a new vehicle, price (73.72%) was key overall, closely followed by fuel economy at 72.39%. For females, fuel economy is the single most important criteria in comparison to males who indicated that price is the most important. Features (44.78% ) and design (40.35%) were far lower down the list than one might expect. According to the research, men prefer driving a VW with 18.35% of the total, whilst Toyota was the most popular amongst women, with a driver base of 16.5%. Overall, VW tops the list in terms of chosen brand with 17.26%, and Toyota with 14.96% followed by Opel, Mercedes, BMW and Hyundai. Most respondents plan to replace their vehicle every 3-5 years (53.01%), with the most popular price category being cars between R100,000 to R200,000. As the price range of a car increases, the pool of buyers decreases, with only 5.58% of people planning to spend over half a million Rand on their next car.
0 comments:
Post a Comment