Study Finds Owners of BOTH Domestic and Toyota Vehicles are Key Opportunity
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Acxiom Public Relations
LITTLE ROCK, Ark. – May 27, 2010 – Uncertainty over
numerous automotive recalls has created 2.7 million “fence-sitters” in
the U.S. auto market. Automotive marketers have a rare opportunity to
influence this large, uncommitted consumer group using precise lead
targeting methods based on lifestyle, demographic information and
analytical modeling, according to new research from Acxiom® Corporation
The latest Acxiom Auto Consumer Dynamics Study
examines lead intelligence and provides real-world insights into one of
today’s hottest lead segments, what’s most likely to motivate them and
how best to reach them. The study uses Acxiom’s proprietary in-market
timing model to focus on the nearly 3 million fence-sitters (500,000 of
them looking to buy a new vehicle) who exhibit high propensities for
both Toyota and domestic vehicles.
“Marketing budgets are too small and disparities in consumers are too
large for traditional lead generation marketing,” said Jeff Hood,
Acxiom Vice President for the auto industry.
“These methods have proven to be too inefficient on a large scale. The
model examined in this study identifies and pinpoints the prospective
buyers of new and used vehicles who have expressed the intention to buy
within the next 12 months and what motivates them to buy a specific
A major finding in the survey is that new, highly targeted measures,
such as Acxiom’s lead conversion model (based on demographic, lifestyle,
life-event triggers, garage information, lead quality and consumer
purchase propensity), shows more than three times the promise of
traditional methods in pinpointing those most likely to buy.
Other key insights from Acxiom’s study include:
- Recent Toyota buyers were motivated by necessity, lifestyle changes
and record incentives. Recent Ford buyers responded to offers of “tech
toys” (such as Sync, a voice-command technology), better mileage and
- Only one of Acxiom’s 10 automotive consumer groups, “Rich and
Retired,” represents lead opportunities for both new and used vehicles.
- Also inclined to buy new vehicles are consumers in the “Wide Open Spaces” group, who have a propensity for pickup trucks.
- Those leaning “new” are attracted by incentives and monthly payments
that fit their budgets; those leaning “used” could go either domestic
Acxiom’s Automotive Consumer Dynamics is the industry’s first
comprehensive, consumer-centric view of the U.S. automotive market.
Developed from the world’s largest repository of up-to-date U.S.
consumer intelligence (InfoBase-X®) and Acxiom’s leading PersonicX®
life-stage segmentation, Automotive Consumer Dynamics applies
sophisticated modeling and analyses to deliver a power combination of
hindsight, insight and foresight regarding in-market time, brand
propensity and other vehicle segments that span over 95 percent of all
U.S. individuals and households.
For a copy of Acxiom’s latest study, please go to www.acxiom.com/automotiveconsumerdynamics. or more information on Acxiom products and services, call 1-888-3ACXIOM or visit www.acxiom.com.
Acxiom is a recognized leader in marketing technology and services
that enable marketers to successfully manage audiences, personalize
consumer experiences and create profitable customer relationships. Our
superior industry-focused, consultative approach combines consumer data
and analytics, databases, data integration and consulting solutions for
personalized, multichannel marketing strategies. Acxiom leverages over
40 years of experience of data management to deliver high-performance,
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1969, Acxiom is headquartered in Little Rock, Arkansas, USA, and serves
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