随着澳大利亚各地 COVID-19 封锁和限制措施的放松，5 月和 6 月数字汽车内容的参与度有所提高，这表明澳大利亚人对汽车购买的兴趣和考虑已经恢复。
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.
澳大利亚人依然热爱汽车。在经历了 COVID-19 禁售期的低迷之后，人们对数字汽车内容的兴趣和参与度在 5 月和 6 月期间强劲回升，达到了前所未有的水平。
FCAI 的 VFACTS 报告还显示，在整个 4 月和 5 月新车销量下降之后，6 月份的销量略有上升。
对许多澳大利亚人来说，汽车是仅次于住房的第二大经济支出，因此他们不会轻易做出这样的决定，尤其是在当前这个不确定的时期。他们会花大量时间研究哪款车型适合自己的需求和预算，因此现在是品牌与消费者保持同步并继续在汽车内容环境中与受众沟通的重要时刻。
资料来源
- 尼尔森数字内容收视率，每月标签，2020 年 6 月与 2019 年 6 月相同实体对比，P2+，数字 C/M，文本，汽车类别，总花费时间。
- 尼尔森数字内容收视率，每月标签，2020 年 6 月与 2019 年 6 月相同实体对比，P2+，数字 C/M，计算机、移动、文本、汽车类别，总花费时间。
- 尼尔森数字面板，2020 年 5 月，P2+，总计，汽车类别，唯一受众
- 尼尔森数字内容收视率，每月标签，2020 年 6 月与 2019 年 6 月相同实体对比，P35-54 和 P25-34+，数字 C/M，文本，汽车类别，总花费时间。
- Nielsen Consumer and Media View, National Online Database, S04 2020, Automotive Category – Brands and Channels, Intend on Buying a car in next 12 months.
