Automotive Consumer Dynamics Study

Acxiom Finds Wide Demographic Disparity and Automotive Buying Habits Among Consumers in the New York Tri-State Region

The study analyzed the automotive propensities and lifestyle interests of more than 7.4 million consumers in the Tri-State region with brand affinity and ownership information focusing on six major automotive brands (Chevrolet, Chrysler, Ford, Honda, Nissan and Toyota).

Top findings include:

• Automotive Brand Preference: slightly more than half (52 percent) of Tri-State automotive consumers have a higher propensity to buy a “Big Six” brand vehicle

• Dramatic Differences in Brand Performance: Tri-State consumer affinity for European and Asian vehicle brands demonstrates a strong three-year growth trend (84 percent and 45 percent respectively) while affinity for the domestics continues to decline (65 percent)

• Garage Mates: setting the pace for “two of a kind,” Honda, Nissan and Toyota have demonstrated remarkable success in placing two of their vehicles in the same Tri-State garage

• Intense Competition: the diversity within this densely populated region requires automotive marketers to target their marketing efforts at the best individual consumers.

With the results of this study, Acxiom delivers powerful new insights about the New York Tri-State vehicle marketplace. Best of all, the results are addressable and actionable.

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