Neue Studie zeigt: Autokäufer berücksichtigen doppelt so viele Marken beim Kauf

Top-of-Mind-Markenbekanntheit treibt 90% aller Autokaufabsichten an - eine wichtige Erkenntnis für Auto-CMOs

New York, NY—Oct. 17, 2018—Nielsen (NYSE: NLSN) released findings today that revealed the dizzying array of choices car buyers confront along their path to purchase. The Nielsen Auto Marketing Report 2018 shows that by the time car shoppers are ready to buy, they have twice as many brands under consideration than when they started their search. Findings from the report also highlight the importance of being top-of-mind with car buyers, which accounts for 90% of a brand’s purchase intent.  

“When it comes to automotive brand building, quality awareness is more important than quantity. Brands need to build salience and relevance with consumers, not awareness for awareness’ sake,” said Damian Garbaccio, EVP at Nielsen. “To account for the nuances in a buyer’s path to purchase, automotive marketers need to employ an omnichannel strategy. This means cohesive messaging that elevates the brand and converts shoppers into buyers. You need the right combination of buyer-based data, technology and measurement capabilities to make this happen, something our recently launched Nielsen Auto Cloud fueled by J.D. Power excels at.”

The report provides deep insight into the car buyer’s path to purchase. It looks at how advertising, demographics and brand market share impact buying behavior. This helps auto brands and their agencies develop more informed strategies that improve marketing effectiveness.

• 90 % aller Kaufabsichten sind auf die ungestützte - oder Top-of-Mind-Bewusstheit - zurückzuführen
• Autokäufer mit ungestützter Markenbekanntheit haben eine 10-mal höhere Kaufabsicht als solche mit nur gestützter Bekanntheit
• 71 % der Autokäufer erinnern sich an die Werbung, die sie in den letzten Tagen vor dem Kauf im linearen Fernsehen sehen
• Die Kaufbereitschaft von Nutzern sozialer Medien ist um 25 % höher als die von Nicht-Nutzern sozialer Medien.
• Kaufüberlegungen von Millennials verdoppeln sich fast während des Autokaufs
• Große Marken haben eine vier- bis fünfmal so hohe ungestützte Markenbekanntheit wie kleinere Marken, was zu einer drei- bis viermal so hohen Kaufbereitschaft führt.

The Nielsen Auto Marketing Report helps auto marketers better understand and act on the key drivers of long-term brand equity, shopper engagement and—most importantly—car sales. It effectively captures the voice of the U.S. car buyer and offers a unique perspective on what impacts buying decisions the most.

This year’s report makes it clear that auto marketers need to build deeper connections with consumers and balance brand building (for top-of-mind awareness) with customer acquisition tactics to encourage purchase decisions late in the buying process. It takes a more media agnostic, customer-first marketing approach to build these connections long before prospects are actively in the market for a new vehicle.

The research is based on quarterly online surveys of over 9,000 people/respondents planning to purchase a vehicle in the next two years. Since 2012, more than 220,000 surveys have been completed.

For additional insights, download the Nielsen Auto Marketing Report 2018.