Keterlibatan dengan konten otomotif digital telah meningkat selama bulan Mei dan Juni seiring dengan pelonggaran karantina wilayah dan pembatasan COVID-19 di seluruh Australia, yang mengindikasikan bahwa minat dan pertimbangan warga Australia untuk membeli kendaraan telah kembali.
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, itโs 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.ย
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 Governmentโs 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, weโve 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.ย
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.
Warga Australia melanjutkan kecintaan mereka terhadap mobil. Setelah aktivitas yang lebih rendah selama periode penguncian COVID-19, minat dan keterlibatan dengan konten otomotif digital telah kembali kuat ke tingkat yang belum pernah terjadi sebelumnya selama bulan Mei dan Juni.
Laporan VFACTS FCAI juga mengungkapkan bahwa setelah penjualan mobil baru yang lebih rendah sepanjang bulan April dan Mei, terdapat sedikit peningkatan untuk bulan Juni.
Bagi banyak orang Australia, mobil mereka adalah pembelian finansial terbesar kedua setelah rumah mereka sendiri, dan akibatnya mereka tidak akan mengambil keputusan dengan mudah, terutama di masa-masa yang tidak menentu ini. Mereka akan menghabiskan banyak waktu untuk meneliti model apa yang sesuai dengan kebutuhan dan anggaran mereka, dan sekarang adalah waktu yang lebih penting dari sebelumnya, bagi merek untuk mengikuti perkembangan konsumen dan terus berkomunikasi dengan audiens di lingkungan konten otomotif.
Sumber:
- Peringkat Konten Digital Nielsen, Tag Bulanan, Juni 2020 vs. Entitas yang Sama pada Juni 2019, P2+, C/M Digital, Teks, Kategori Otomotif, Total Waktu yang Dihabiskan.
- Peringkat Konten Digital Nielsen, Tag Bulanan, Juni 2020 vs. Entitas yang Sama pada Juni 2019, P2+, C/M Digital, Komputer, Seluler, Teks, Kategori Otomotif, Total Waktu yang Dihabiskan.
- Panel Digital Nielsen, Mei 2020, P2+, Total, Kategori Otomotif, Audiens Unik
- Peringkat Konten Digital Nielsen, Tag Bulanan, Juni 2020 vs. Entitas yang Sama pada Juni 2019, P35-54 dan P25-34+, C/M Digital, Teks, Kategori Otomotif, Total Waktu yang Dihabiskan.
- Nielsen Consumer and Media View, National Online Database, S04 2020, Automotive Category – Brands and Channels, Intend on Buying a car in next 12 months.
