Profiling automotive website users

Effective Measure's business development manager in South Africa, Francois Vorster, highlights the importance of retaining this engagement, "Attached males take pride in gathering as much information as possible before committing to a car purchase and therefore automotive sites that successfully resonate with this demographic will most likely have a higher sales lead conversion."

Demographic profile

• Male manager, qualified employee or business owner between 25 to 40 years old
• Married, living together or in a partnership
• Monthly household income of R30 000 upwards

• Lives in a household with up to three people in self-owned house

Factors influencing car purchase decisions

(Source: Effective Measure/DMMA South Africa Automotive Survey - June 2011)

• Brand 45.58
• Fuel intake 72.39
• Design 40.35
• Performance 51.15
• Features 44.78

• Price 73.72

"The data provides the automotive industry with the opportunity to adapt its marketing strategies for maximum reach. With over 7% of the total audience accessing automotive sites on their mobile phones, advertisers may wish to explore integrating mobile friendly interfaces," he concludes.