ACXIOM AUTOMOTIVE STUDY REVEALS NEARLY 3 MILLION FENCE SITTERS AND THE INSIGHTS ON HOW TO REACH THEM
An industry struggling to get back on its feet was hit with a wave of uncertainty and consumer skepticism when Toyota’s recent unintended acceleration challenges and numerous recalls surfaced in the American automotive marketplace.
Suddenly, prospects expected to be in-market within the next 12 months who just a few months ago would probably have had no problem deciding what make and model they wanted, became uncertain about what to buy and who to trust.
Our latest issue of Automotive Consumer Dynamics examines lead intelligence in this uncertain climate and provides real-world insights into one of today's hottest lead segments including what's most likely to motivate prospects and how best to reach them.
Specifically, it uses Acxiom's proprietary in-market timing model to focus on the 2.7 million in-market fence sitters (500,000 of them in-market for a new vehicle) who exhibit high propensities for both Toyota and domestic vehicles.
Getting them to buy now from you may have more to do with the effectiveness of your lead generation capabilities than anything else.
Key findings from the study reveal:
- Motivations for domestic buyers are a stark contrast to what motivates Toyota buyers
- Traits of consumers shopping “new” vs. “used” vehicles are strikingly different
- Nearly half of those inclined to buy “new” are concentrated in just five states
- Traditional lead generation methods no longer measure up