One in four car buyers influenced by adverts
May 09, 2017driversclub
How many car adverts do you come across during an average day?
They’re so ubiquitous that you’d quickly run out of fingers and toes to count them on and there’s a very valid reason we see car ads everywhere – it’s because they work.
Almost one in four consumers (24 per cent) are influenced by an advert when purchasing a new car, with 17 to 25-year-olds and male buyers most likely to be led by advertising, so says fresh research from The Motor Ombudsman.
In contrast, those aged between 40 and 55 are least likely to be swayed by a car advert, according to the annual New Car Code of Practice survey, which quizzed close to 2,400 people throughout 2016. It also found that 93 per cent of cars that the survey participants bought matched the content of the advert.
Bill Fennell, managing director of The Motor Ombudsman, said the research proves that advertising can prove a powerful influencer when choosing a car, but motorists should always stop to check that the retailer is accredited to a recognised CTSI-approved Code of Practice.
He went on to say: “The study clearly shows the value of franchise dealers and vehicle manufacturers adhering to a code, as scores have once again remained consistently high across the board, which is undoubtedly a very positive trend for consumers and the industry.”
Stephen Hasley, brand manager at Petrol News, adds: “Car adverts constantly have to innovate and find new ways to make an impression, but perhaps their genius is subtle because – as this study proves – they’re clearly making an impact.”
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