Australische Familien engagieren sich verstärkt für digitale Inhalte im Automobilbereich

Das Interesse an digitalen Inhalten aus dem Automobilbereich hat in den Monaten Mai und Juni zugenommen, da die COVID-19-Sperrungen und -Einschränkungen in ganz Australien gelockert wurden, was darauf hindeutet, dass das Interesse der Australier am Fahrzeugkauf und die Überlegungen dazu zurückgekehrt sind. 

Turning to websites and apps to read up about the next model, reading reviews, seeking advice or looking for a bargain, Nielsen Digital Content Ratings data shows that Australians spent 29%¹ more time engaging with automotive content for the month of June 2020 when compared to the same month last year. While the uptick would be noteworthy under normal living circumstances, it’s particularly telling given the global health crisis brought on by the novel coronavirus (COVID-19), which has altered every aspect of normal life.

Year-on-year increases in time spent across all devices were up across the board, with total time spent increasing by 31% via mobile and 26%² via computer. 

According to Nielsen, 8.3³ million Australians consumed automotive content online in May 2020, with audiences returning to automotive information and manufacturer sites at levels recorded pre-COVID-19.

Along with this increase in content consumption activity, there are signs of recovery in new car sales data with, The Federal Chamber of Automotive Industries (FCAI) announcing an uptick in new vehicle sales during June 2020. The monthly sales were the strongest since the beginning of the COVID-19 crisis. THE FCAI attributed the sales result to the easing of COVID-19 restrictions, seasonality, the extension of the Federal Government’s instant asset write-off scheme and marketing activity from brands and dealers.

Demographic data suggests that families are driving much of the rise in engagement. Historically, we’ve seen similar levels of total time spent across the 25-34, 35-44 and 45-54 age groups; however, June 2020 data shows the most substantial increase in engagement is across 35-54 year olds, up 46%⁴ year-on-year while engagement among Australians aged 25-34 only increased 2% during the same period. 

As always, online automotive content is playing an important role in inspiring and driving consideration of car purchase. According to Nielsen Consumer & Media View data, 66%⁵ of Australians who intend on purchasing a car (new or used) within the next year engage with online automotive content each month. Data reveals that car intenders who consume online automotive content  are not only a lucrative audience with a high household income, but are also especially passionate about cars when compared to other intenders.  

Die Liebe der Australier zum Auto hält an. Nach einer geringeren Aktivität während der COVID-19-Sperrfrist sind das Interesse und die Beschäftigung mit digitalen Automobilinhalten in den Monaten Mai und Juni auf ein noch nie dagewesenes Niveau zurückgekehrt. 

Aus dem VFACTS-Bericht der FCAI geht außerdem hervor, dass nach einem Rückgang der Neuwagenverkäufe in den Monaten April und Mai im Juni ein leichter Aufschwung zu verzeichnen war. 

Für viele Australier ist ihr Auto nach dem eigenen Haus die zweitgrößte finanzielle Anschaffung, und daher werden sie eine solche Entscheidung nicht leichtfertig treffen, insbesondere in diesen unsicheren Zeiten. Sie werden viel Zeit damit verbringen, zu recherchieren, welches Modell ihren Bedürfnissen und ihrem Budget entspricht. Für Marken ist es jetzt wichtiger denn je, mit den Verbrauchern Schritt zu halten und die Kommunikation mit dem Publikum in automobilen Inhaltsumgebungen fortzusetzen.  

Quellen: 

1. Nielsen Digital Content Ratings, Monthly Tagged, June 2020 vs. Same Entities in June 2019, P2+, Digital C/M, Text, Automotive Category, Total Time Spent.
2. Nielsen Digital Content Ratings, Monthly Tagged, June 2020 vs. Same Entities in June 2019, P2+, Digital C/M, Computer, Mobile, Text, Automotive Category, Total Time Spent.
3. Nielsen Digital Panel, Mai 2020, P2+, Gesamt, Kategorie Automobil, Unique Audience
4. Nielsen Digital Content Ratings, Monthly Tagged, Juni 2020 vs. Same Entities in June 2019, P35-54 und P25-34+, Digital C/M, Text, Kategorie Automotive, Total Time Spent.
5. Nielsen Consumer and Media View, National Online Database, S04 2020, Automotive Category – Brands and Channels, Intend on Buying a car in next 12 months.