トップ・オブ・マインド・ブランド認知が自動車購入意向の90％を促進-自動車CMOにとって重要なことインサイト
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.
- 購買意欲の90%は、無意識のうちに、あるいはトップ・オブ・マインドで認識されたものである。
- ブランド認知の低い買い物客は、認知の高い買い物客の10倍の購入意向がある。
- 車の買い物客の71％が、買い物の最終日にリニアTVで見た広告を思い出す
- ソーシャルメディア利用者の購入検討率は、非利用者より25％高い
- ミレニアル世代、自動車購入の検討期間は約2倍に
- 大規模ブランドは、小規模ブランドの4～5倍のブランド認知度を持ち、3～4倍の購入検討率につながる。
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.
ニールセンについて
ニールセン・ホールディングス・ピーエルシー（Nielsen Holdings plc、NYSE: NLSN）は、世界中の消費者と市場について、最も完全で信頼できる見解を提供するグローバルな測定・データ分析企業です。ニールセン独自のデータを他のデータソースと組み合わせることで、世界中のクライアントが、今何が起きているのか、次に何が起きるのか、そしてその知識に基づいてどのように行動するのがベストなのかを理解できるよう支援しています。ニールセンは90年以上にわたり、科学的厳密性と革新性に基づいたデータとアナリティクスを提供し、メディア、広告、小売、ファストムービング消費財業界が直面する最も重要な問題に答える新しい方法を開発し続けています。
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
連絡先
ニールセン
ゴーリキ・デ・ロス・サントス
gorki.delossantos@nielsen.com
