Easy Media, hard rock Albert and MEC (Shang Media) jointly released China auto consumption and consumer surfing habits report

Yi Media, hard rock Albert and MEC (Shang Media) jointly issued a survey today, which divides current Chinese auto consumers into five groups to learn about Chinese car consumption and consumer surfing habits.

Since China's more than 20-year economic start, the desire to have a car has been deeply embedded in the hearts of every growing Chinese. Since 2001, as a result of government policy encouragement, China's personal car consumption is constantly rising, and the size of the car market is also showing a continuous upward trend. China is the only market in the world that has maintained a growth rate of more than 20% over the past 5 years. By 2009, China had replaced the United States as the world's largest car market. In April this year, China suffered a negative growth in its first sales in 27 months, which meant that the efficiency of the Chinese auto industry began to slow down gradually. and the withdrawal of car sales preferential policies, oil prices and some of the city's blocking restrictions are the main factors that lead to the entire auto market sales decline. Even as sales have fallen, there are people who expect overall profits in the 2011-year car market to remain higher than in 2010.

Wang Wang, vice president of Yi Media, said: "The network has become a powerful medium to help consumers decide the brand's joy and evil, and it has become an important part of the decision-making process of automobile purchase." The proportion of automobile dealers and salesmen in the initial stage as the source of information is decreasing. Today, more consumers are already deciding which car to buy before they step into the car showroom. ”

Once, the car is an extremely complex thing, involving many processes: countless times to the car showroom, through the promotional manual contrast performance, consulting experts, advice to friends and family experience, and finally through test drive to get personal feelings. Today, consumers can do most of the work on the web.

The availability of information on a variety of web platforms in Shanghai makes it fast and efficient to compare cross branding and cross models in price, product and performance, and consumers may have already lined up some brands and models before they enter the dealership. In the future, car dealerships may shrink to the role of only test drive centres, point-of-sale and aftermarket maintenance halls.

Hard Stone director Sun Dejun said: "Because the internet in the role of car purchase is more prominent, understand the real consumer online behavior is also becoming critical." The breakthrough in this survey is that it combines data from real data and questionnaires collected by consumers on the Internet: we ask consumers who have visited car-related websites in the past 3 months to answer online questionnaires and get results. We combine the real internet browsing behavior behind them with their demographic and life attitude data, and come to a conclusion. ”

The report found five different groups of car consumers who had a different preference for life attitudes, lifestyles, car preferences and online browsing, the five groups:

1. Chao-man Consumers (10%)

"I like to chase fashion, like mobile phones, I am a real fruit powder, iPhone4, itouch and so on I have, I have been looking at recently asked the city's iphone 4S ..."

"My car should be a good reflection of my personality, open on the road eye-catching, eye-catching." ”

Chao-type consumers are willing to try new things, the trend and technology has a keen sense of smell, they are the forerunner of the posture of the forefront of the times. They have different degrees of narcissism complex, like to become the focus of attention, so the "personalized" service has a persistent obsession, they want to be able to change the car's color, interior, or even signs according to their needs. When buying a car they are more concerned about the design and technology of the car, but less on fuel consumption and maneuverability. TV, outdoor advertising, mobile phone is their access to the vehicle class information more centralized channels.

According to our survey, 80% of consumers in the market said they would buy the first car in their life, and 52% said they planned to start over the next 2 years. Honda, Toyota and Ford are the car brands they would prefer to buy in the future.

2. Hedonic consumers (20%)

"To enjoy life, to feel relaxed, if the mood is tense, that does not call enjoyment, that is called suffering." Man is to live in the present, not to consider many unimportant things. ”

"I pay more attention to my comfortable driving experience, nothing is more important than comfort." ”

Hedonic consumers have more modern values, they pay attention to enjoyment, pursuit of happiness. For them, life must be unfocused. Life is full of fun, and the world should enjoy the happy time. They are passionate about western things and embrace a life-style lifestyle, so they are willing to lend in advance when they buy a car. When choosing a car, they have a higher demand for the vehicle's dynamic performance, maneuverability, interior space and internal and external decoration, and they are relatively indifferent to the brand. They have a high frequency of exposure to car shows, test drives and radio stations in relation to other people.

Buick, Ford, Mazda, and the Great Wall are the brands they are more likely to consider buying compared to other types of consumers.

3. Conspicuous consumer (20%)

"Work is the biggest proportion of my time and energy compared to personal and family life," he said. For me, a sense of job identity can give me the greatest sense of satisfaction and fulfillment ...

"For me, the car is not just a means of transport, more of my status is reflected." ”

The conspicuous consumer is very concerned about others ' vision, hope to gain others respect by showing the prosperity of life and the success of the career. They pursue higher social status in order to achieve greater achievement. In the car, they are keen to buy new models, in order to more face in front of others. In terms of models, they are the most favoured SUV in five consumer groups. Brands and manufacturing processes and interiors are a key factor in their choice of cars, while less fuel consumption and power are considered. Magazines, outdoor advertising and Word-of-mouth communication are the main media for their exposure to car information.

The survey found that the annual income of conspicuous consumers is the highest among the five groups. Among the existing car owners, Mercedes and Audi have a higher rate of ownership than the rest of the population. 49% of conspicuous consumers want to buy a car in a year, and Audi and BMW are the brands they will consider buying in the future.

4. Struggling consumers (24%)

"The job is to keep myself strong, I don't want to relax, I want to keep a good tension ..."

"I think a person must buy a car at a certain stage, which is the embodiment of a successful career." ”

Struggling consumers think that work is an important way to realize their own value, they are optimistic and positive, have a strong ambition. To them, life is endless, struggle more than. Therefore, they do not hesitate to work overtime to make more money, with constant efforts to maximize the improvement of their status. The male proportion of struggling consumers is as high as 81%. When they buy cars, they pay more attention to comfort and brand, while the demand for appearance is relatively low. The network and the reputation of relatives and friends are the main channels for them to contact the car information.

According to our survey, among the existing owners of struggling consumers, the public has a rate of 27%, and for those who will buy a car, Volkswagen and Chevrolet are the brands to be considered when buying.

5. Home-oriented consumers (26%)

"I think everyone should play a role in the family and take responsibility for the role," he said. May sacrifice personal space and time, but such sacrifices are necessary and worthwhile. ”

"I will be very concerned about the safety of vehicles, such as the number and configuration of airbags, whether there are GPs and so on." Security is an important guarantee for me and my family. ”

The family-oriented consumers take the traditional value as the orientation, and pay attention to the harmony of families. In the selection of vehicles, they are more concerned about the fuel consumption of cars, low carbon low Row is the first choice, the other security, cost-effective, used car residual value is their choice of new cars to consider the factors, and the appearance, High-tech configuration is relatively less important. Comparatively speaking, they get car information from newspapers more than other groups.

The survey found that home-type consumers are older, and the proportion of women is higher. 19% of home-oriented consumers said they wanted to buy new cars within six months, with popular brands more popular. Among the existing owners, Toyota, Buick and Chevrolet share relatively high average.

The use of media and Internet browsing behavior

The five types of consumers in the collection of vehicle-related information in the media are also very different. Since the report is based on an online survey of internet users who have viewed car information over the past 3 months, it is not hard to imagine that they have a bias in the use of the web, up to 69% per cent. TV (42%) and auto Show/test drive (35%) are ranked runner-up and runner-up in the car information source. Chao-man consumers prefer to use mobile phones to surf the internet to browse car information. Conspicuous consumers in Word-of-mouth and magazine media dependence is significantly higher than the average. By contrast, struggling and home-based consumers are less likely to look for car information from magazines.

On the Internet browsing behavior, Chao-man consumers prefer to browse the content of social networking sites, and less to look at the information of financial websites; the online browsing ratio of hedonic consumers is generally lower than average; struggling consumers prefer video-type sites; household consumers prefer financial content to other types of people.

Car-type information Web site browsing peak also varies by crowd. Conspicuous consumers are generally more likely than other types of people to browse car-related content. Between 10 and 11 in the morning, between 4 o'clock in the afternoon and 5 and 9 o'clock to 10 in the evening is their prime time to browse the car information. Struggling consumers tend to browse car-related information at night, with car information browsing from 8 o'clock to 9 in the evening, to peak from 10 to 11 o'clock.

China's auto market is extremely competitive. As the platform for Business and consumer communication moves from offline to online, marketers must fully understand the consumer's online behavior to better communicate with them online. This survey provides marketers with the necessary data on the real Internet behavior of consumers, so that they can better analyze the opportunity point, and how to intervene in the consumer's network trajectory.

For marketers, helping these five consumers get a better understanding of the car brand is a great opportunity. Advertisers should be able to provide them with the information they need at a critical moment, with a memorable online experience to make potential consumers interested in order to increase their brand preference.

Shang Media planning and Consumer Insight director Lu Yinyu said: "The digital revolution will continue to change the interaction between consumers and the media and brands." Understanding the real web browsing behavior helps advertisers better plan for future communication strategies. Future successful car dealers should be able to help them make decisions before they enter the showroom. The