Despite the constant stream of expensive car ads on TV, recommendation from friends, family and colleagues is the real reason people plump for one model over another, according to research released today.
Ahead of September’s new number plate release, a survey of more than 3,000 people, conducted by G2 Data Dynamics, discovered that ‘word of mouth’ recommendation persuades more people to buy new cars than other marketing channels, and is second only to price as the primary motivator behind a new set of wheels.
It appears that despite shelling out millions of pounds on glossy TV, cinema and magazine ads, there is little a car company can do if drivers give a model the thumbs down, suggesting that advertisers need to have a more integrated marketing approach to new car buyers.
The survey suggests that consumers are constantly trying to keep up with the Jones’, particularly within the 65+ age category and in wealthy neighbourhoods. Regionally, Yorkshire and Humberside hold other people’s choice of car in the highest regard.
Younger generations, especially those between the ages of 24 and 34, also put their faith in word of mouth. It is thought that this is down to their acceptance and high usage of social networking sites such as MySpace and Facebook and their tendency to check out recommendation sites, for example Tripadvisor or Review Centre, to see what others think before splashing their cash.
Additionally, product placement in films such as the iconic Aston Martin DB5 in James Bond or the Mini Cooper in The Italian Job does little to get our engines going.
Alan Thorpe, commercial and operations director at G2 Data Dynamics, says: “It is interesting to note that, in spite of the money being poured into advertisement campaigns and product placement, it is still word of mouth that influences consumers when they buy a car. The desire to keep up with the Jones’ obviously has a major role to play and marques would be prudent in the current economic climate to investigate ways of creating brand advocates upon which to base their ad campaigns.”
For more information please contact Siobhan McNeill, Louisa Osmond or Ian McCawley at Eulogy! on 0207 927 9999
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.