New Car Buyers Seeking Technology Consume Media at High Rates

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New Car Buyers Seeking Technology Consume Media at High Rates

In a study which isn’t entirely surprising, new vehicle buyers who purchase a vehicle based on its technology, consume media at high rates.

According to the J.D. Power 2015 U.S. Automotive Media and Marketing Report Summer edition, 43 percent of premium brand drivers and 28 percent of non-premium brand drivers cite technology features as one of the reasons they purchased their vehicle. More new-vehicle drivers that purchase based on technological features access the Internet on tablets (54 percent) and smartphones (69 percent) than those that don’t buy for technology. Those shoppers also consume media at a higher rate, through the Internet, television and even read more magazines than those that don’t seek technology in their vehicles.

SEE ALSO: Is J.D. Power IQS a Bunch of BS?

Automakers that are attracting technology-minded buyers include Lincoln, Infiniti, Cadillac and Audi among the premium brands. In the non-premium segment, Mazda, Buick and Chrysler have the highest rate of buyers that purchase for the latest tech. In addition, nearly 70 percent of new-vehicle drivers access social media websites or apps, with Facebook being the most popular, followed by LinkedIn and Pinterest.

“It’s important that auto manufacturers promote the technological virtues of their vehicles to consumers via the media they consume,” said Arianne Walker, senior director, automotive media & marketing at J.D. Power. “Targeting these technology seekers with the right messaging is critical to using marketing dollars efficiently to reach consumers who will actually buy new vehicles because of new technology.”

  • Jonny_Vancouver

    Do we really need to have all this connectivity crap in our cars? No. Man, I wish people would just take a step back and think; Do I need this? Car tech that makes things more efficient, safer and environmentally more sound is a good thing to be sure, but do we really need to be connected to social media while we drive? Seriously, I feel like throwing eggs at people as I watch them drive through my neighborhood while talking on their cell phones with barely half their attention on the road, in a school zone! Nobody stops at stop signs as it is too.

    Car companies incorporating this junk into their vehicles just to sell more is not only greedy and irresponsible, but it also sends a bad message and sets a dangerous precedent to which they have no accountability or liability when something goes wrong. I can see the headlines now; crash rates increase due to driver inattention. To which the car companies reply: “We encourage all drivers to drive safely, we don’t force anyone to use our infotainment system while driving” Sound familiar??? Cigarette, anyone?