In the 12 months to March 2010, the Roy Morgan AutoMAP shows that 43.2% of the 2.03 million new car intenders rate the internet as the most useful media when purchasing a new car.

At a brand level, over half of those intending to buy Subaru, Volkswagen or Honda rated the internet as the most useful media when purchasing a new car.


Source: Roy Morgan Single Source (Australia); October1999 — March 2010.
Base: New Car Intenders (next 4 years)* n=66,352 (average 12 monthly sample n=6,319).


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“The internet is clearly seen as the most useful media source of information when purchasing a new car, with all indications suggesting this trend will continue to rise.

“When it comes to reaching new buyers online at the point at which they are looking for information, Subaru, Volkswagen and Honda are well positioned, having over half of their potential buyers nominating the internet as the key media source when choosing a new car. Conversely, Mitsubishi, Nissan, Ford, Hyundai, Holden and Toyota all fall below the industry benchmark of 43.2%.

“Looking at the role of the internet among Subaru, Honda and Volkswagen intenders, this is not surprising when taking into account that many of them are Professionals or Managers, are young and are located in capital cities — all key demographic groups when it comes to internet consumption.

“These figures suggest that auto manufacturers targeting young, city based professionals need to understand the role the internet plays in their lives.”


Click here for detailed Roy Morgan Target Profiles of Intending New Car Buyers or the Roy Morgan Automotive Leading Indicators Report - which provides an understanding of those people who are intending to buy a new vehicle and outlines whether they are going to purchase new or used and which brands and segments they are intending to purchase.

Click here to purchase detailed Roy Morgan Target Profiles available on website visited; these profiles provide a broad understanding of the people who visit the different websites in terms of demographics, attitudes, activities and media usage.


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