Automotive Consumer Dynamics Study

We recently unveiled the first consumer-centric study of the North American automotive industry, titled Automotive Consumer Dynamics. The key findings in our inaugural issue showed that the majority of individuals with a high propensity to purchase luxury CUVs are singles and married couples without children. These findings cut against conventional product and marketing wisdom. The majority of 2008-09 Luxury CUVs are designed for, and targeted at active families.

Key findings in the January 2008 issue of Automotive Consumer Dynamics include:

• The identification, at the household level, of 9 million suburban-based prospective Luxury CUV buyers that remain largely untapped.

• Consumers with the highest propensity to buy Luxury CUVs are concentrated in the North Eastern and Western U.S. with over 50% residing in five states.

These findings are exciting, but, even better; Automotive Consumer Dynamics makes them actionable and addressable. Imagine what you could do with monthly, household-level insights for the consumer segments you most wanted to reach.

To learn more, download a full copy of the study by selecting the link at the bottom of the page. Or, subscribe to future studies by submitting an email to consumerdyn@acxiom.com.

In the coming months, Acxiom will continue to release recurring insights about the automotive industry. Through Automotive Consumer Dynamics, we’ll offer detailed insights through the linkage of automobile buyers integrated with our unmatched knowledge about 180 million consumers at the individual and household level.

About Automotive Consumer Dynamics

This recurring study provides a unique, forward-looking view of the North American automotive market by analyzing changes in the life stages, lifestyles, attitudes, behaviors, demographics and buying intentions of U.S. consumers linked with self-reported vehicle purchase and ownership information.

Automotive Consumer Dynamics is differentiated from other studies and analysis available to the industry in the following ways: (1) it is focused on all U.S. consumers versus a sample; (2) it is prospective (what specific vehicles consumers intend to purchase next) versus historical (what aggregate consumers purchased last); and (3) the findings are immediately actionable by automotive marketers by providing addressability to specific individuals and households of interest.

By exposing the attitudes, behaviors and intentions of vehicle buyers across the country and slicing them into 10 Automotive Consumer Groups, the study offers predictive, timely information that can dramatically improve automotive marketing effectiveness and overall business performance through more timely and targeted communications to key prospects.

The consumer-based market insights are developed from a powerful combination of data-driven industry analyses and Acxiom solutions including InfoBase-XTM, the most comprehensive consumer information available in the U.S. with data for roughly 180 million individual consumers, and PersonicXTM, a household-level behavioral and life-stage segmentation solution.

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