Vehicle advertisers need to know the facts about the market in Canada. To provide this necessary insight, Newspapers Canada conducted an update to previous automotive research designed to address the key question of what media influences vehicle purchases in Canada. More than 2,400 online interviews were conducted in early 2016 and the results once again prove the power of newspaper advertising.
The 2016 research focuses on new vehicle purchasers, a market worth more than $2.5 billion in Canada, according to DesRosiers Automotive Consultants.
New car buyers are dedicated newspaper readers across all platforms, with nine out of ten accessing newspaper content in print, on desktops/laptops, on their phones or on their tablets. In fact, a third of them (32%) report reading newspapers on all four platforms throughout the day.
Consumers navigating the automotive purchase process in today’s world are presented with an increasing number of options and media influences. The 2016 Newspaper Media Drive Automotive Sales study reports that newspapers (print + digital) are the most impactful media at every stage of the vehicle buying process, as well as effective at triggering visits to 3 types of vehicle websites (manufacturer, brand/model and dealer). The data also reveals that seven out of ten new car buyers are reading the printed automotive ads in their newspapers.
A presentation and supporting fact sheets are available for download on the Newspapers Canada website at https://nmc-mic.ca/ad-resources/automotive-research/.