- 51% 的澳大利亚人想要混合动力汽车，36% 的人想要全电动汽车
- 丰田引领市场
- 75% 的人在购买新车前会上网调查
Sydney – October 14, 2025 - Australia has always been a car nation, but new data from Nielsen Consumer & Media View (CMV) shows the nation is caught between a love for the trusty ute and a growing appetite for electric vehicles.
近五分之四的澳大利亚人（1780 万）拥有一辆汽车，超过三分之一的家庭（38%）拥有两辆汽车。虽然汽油和柴油发动机仍然在道路上占主导地位，但人们的换车意向正在加快。一半以上的澳大利亚人表示，他们正在积极购买混合动力汽车，而三分之一以上（820 万）的澳大利亚人正在考虑使用全电动汽车。
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics said: “The car an Aussie drives isn’t just a mode of transport, it’s part of their identity, safety, and security. With Nielsen CMV Persona Packs, we can profile which audiences are leaning towards hybrids, who is ready to go fully electric, and what’s motivating those choices. That level of clarity is crucial as the market pivots to safety and sustainability.”
丰田仍然是道路上的霸主，其品牌知名度高达 82%，40% 的澳大利亚人考虑下一次购买丰田汽车。马自达（23%）、现代（20%）、起亚（16%）和福特（12%）分列前五。
71% 的澳大利亚人将 "良好的声誉 "列为购买的首要原因。
尼尔森的数据还显示，澳大利亚消费者仍然很务实，68%的消费者在购买时希望有较长的保修期，而可靠性高于外观（45%），但安全是四分之三澳大利亚人的主要考虑因素。
四分之三的购车者在购车前都会进行调查，其中在线搜索新车（58%）和二手车（57%）的比例最高。像 Carsales 这样的数字车场现在是这一过程的核心，近四分之一（24%）的澳大利亚人在研究阶段访问该网站。
澳大利亚人的价值意识也得到了体现，66% 的人认为燃料成本是决定性因素，这凸显了为什么电动车和混合动力车越来越受青睐，不仅因为其环保效益，还因为可以长期节省成本。
Monique Perry, Managing Director of Nielsen Pacific added: “The EV and hybrid story has often been told through a green lens, but Australians are telling us they want value first. Brands that can frame their vehicles in terms of value, reduced maintenance, and government incentives, along with sustainability, will win the consumer’s trust and attention.”
About Nielsen Consumer & Media View (CMV)
Nielsen Consumer & Media View, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.
Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.
关于尼尔森 CMV Persona Packs：按需消费者分析报告
Harnessing Nielsen’s advanced audience data capabilities via Consumer & Media View (CMV), Nielsen now provides comprehensive profiling and insights reports for any consumer segment you need to understand.
尼尔森角色包是解决您的市场挑战的更快捷方式。您只需确定目标受众，我们就会以近乎瞬时的速度向您的团队提供一份充满洞察力的报告。
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
新闻联系人
丹-查普曼
dan.chapman@nielsen.com
+61 4040884
