These findings come from IPC Inspire’s Upmarket Motorists research – a survey of almost 6,500 readers and users of Inspire’s specialist interest magazines and websites such as Country Life, Horse & Hound and YBW.com.
More than 40% of respondents in the survey said that they would consider buying a car online and 10% said that they had already made this big ticket purchase over the internet. However, 44% are still reluctant, claiming they’d never buy a car on the web.
In terms of influencing purchasing decisions, the internet features prominently. Nearly six out of 10 respondents said they are influenced by car reviews online; 43% are swayed by car manufacturers’ websites; and online forums were said by 42% to be influential. Car comparison websites and online advertising also feature, cited by 39% and 20% of respondents respectively.
The upmarket motorists in the survey are 38% more likely than average to buy a brand new car and they will spend £21,605 on average compared with a national average of £13,059. They have an average income of £48,300 and one in five has an income of more than £70,000.
There is high car ownership among this group – with the majority (72%) owning two cars or more – and one in five own a car that is less than two years old. Despite the economic downturn, almost half of the upmarket motorists said they are continuing to make car purchases, and 35% are taking advantage of special offers. Also, a staggering 46% own a 4x4 compared to the national average of just 3%.
In addition to online, the research found magazines to play a big part in car purchase decisions. Car reviews in magazines came out top, cited by 65% of respondents, and both magazine features and advertising were said to have influence, cited by 55% and 30% of respondents respectively. One in five respondents also said that TV programmes have an influence over their purchase decision.
When it comes to car adverts, more than half (55%) of these upmarket motorists like to have information that is easy to understand. In equal demand is detailed information on specific features and a great image of the car itself. Next in the list is for the ad to be clever (44%), and for it to have a sense of humour (43%).
Gina Lee-Young (pictured), head of insight at IPC Inspire, says: “This piece of research, which is the biggest we've ever produced across Inspire brands, highlights how attractive this upmarket audience is in terms of car buying as well as their willingness to embrace the internet to aid their buying decisions. The credit crunch has not put them off buying a new car – in fact many are looking to take advantage of the host of special offers currently available.”
The Upmarket Motorists survey was conducted in April 2009.
About IPC Inspire
IPC says: “As well as being overall market leaders, IPC Inspire is the authority across a number of key sectors: from Country Lifestyle and Equestrian to Marine and Gardening it provides the magazine or website for those people who fill their limited leisure time with their true passions.”
