The perception of advertisements among new car buyers
In this article, we examine the perception of advertising among consumers expecting to buy a new car in the upcoming 12 months, using data gathered from YouGov Global Profiles.
Firstly, it is worth looking at exactly how many consumers globally are expecting to buy a new car in the next 12 months.
Breaking down the data by region, three in 10 consumers from APAC are expecting to make a new car purchase in the upcoming year. In comparison, fewer consumers from Americas (17%) and Europe (12%) expect to buy a new car in the next 12 months.
Now let’s look at the types of ads these car-buying consumers trust the most. About two in five globally trust ads seen on posters/ billboards. Nearly the same proportion of people (39%) trust products recommended by celebrities or influencers. In comparison, these consumers are significantly less likely to trust TV ads (24%).
Europeans and Americans are more likely to trust ads seen on posters/ billboards (31% and 40%) while APAC consumers trust products recommended by celebrities or influencers (41%) more. The trust of MENA consumers is divided equally (45% each) between billboard ads and celebrity recommended products.
When we looked at where new car buyers notice advertisements, three in five consumers globally say the internet. Advertisements in taxis (47%) and train stations (48%) were the least noticeable as compared to airports (54%), bus stops (54%), newspapers/ magazines (51%), and sides of buses (52%).
Methodology
YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 43 markets. The data is based on continuously collected data from adults aged 16+ in China and 18+ in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.
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