尼尔森年度报告帮助汽车营销人员捕捉当今购车者的行为和声音
New York – July 28, 2020 – Nielsen (NYSE: NLSN) today released its Annual Auto Marketing Report, which examines how shoppers from various ethnic and racial backgrounds differ from the general car-buying population in terms of brand awareness, brand consideration and advertising recall. The study aims to help auto marketers understand how to better engage multicultural consumers.
报告显示，与普通人相比，多元文化群体的汽车消费者往往只知道较少的品牌，但最终在购买过程中会考虑更多的选择。这意味着汽车营销人员有更多机会长期吸引这些受众，这对 COVID-19 的复苏至关重要。该报告的数据来自尼尔森汽车 "从购买到购买 "系列报告，当时美国汽车行业已经面临增长挑战。因此，尽管已经发生了很大变化，但在汽车行业制定复苏战略时，这些结论与当前危机的洞察力相结合，比以往任何时候都更加重要。
在购买新车时，多元文化消费者遵循着独特而鲜明的购买路径。尼尔森的数据发现
- Consumers from multicultural groups – Hispanic, Black and Asian American – are aware of 10-20% fewer car brands than the general U.S. population. Automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase.
- But when purchasing a vehicle, Hispanic and Black shoppers consider six to seven brands by the time they’re ready to buy. This represents two more brands compared to Asian Americans and non-Hispanic Whites. Hispanic and Black shoppers are more receptive to advertising efforts even if a brand wasn’t top-of-mind in the first place.
- Omnichannel advertising is essential for reaching multicultural consumers. Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched. Asian Americans respond better than others to print advertising. And Black consumers are receptive to vehicle advertising across a greater variety of channels.
"即使在好日子里，媒体预算也会受到严格审查，而在当前形势下，这种压力会急剧增加。尼尔森副总裁兼汽车行业负责人Paula Skier表示："如今，通过更有效的沟通方式对多元文化消费者进行投资，为汽车营销人员在充满挑战的环境中优化结果提供了一个独特的机会。尼尔森副总裁兼汽车行业负责人Paula Skier表示："要想取得成功，营销人员必须对当前的现实情况保持敏感，并充分利用多元文化消费者的媒体偏好。通过衡量营销活动的效果，营销人员可以利用这些数据为战略提供依据，并对营销组合进行调整。
The data in this report is based on more than 250,000 online surveys, conducted by Nielsen starting in 2012, to prospective automotive buyers in the U.S. Data for this report covers Q1 2018-Q2 2019. For more information, download the full report.
关于尼尔森
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
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.
联系方式
尼尔森
萨拉-穆拉托雷
sarah.muratore@nielsen.com
