- In Mexico, 1 out of every 2 people prefers a totally online experience when purchasing a vehicle
- A unique and effective digital shopping experience on brand websites is key when defining the acquisition
- This and other findings are part of a global study conducted by Teads beside kantar to reveal the consumer trends that drive purchases of electric or hybrid vehicles today.
Mexico City, January 13, 2022, Teads, the global digital advertising platform encompassing the world’s leading publishers, released the findings of its most recent study on the Automotive industry.
Global in scope and carried forward next to kantar, it covered eight markets including Mexico, Germany, USA, France, Italy, UK, Spain and Canada involving more than 1,900 people surveyed and for the purpose of reveal trends in habits, purchasing process and perceptions of consumers interested in electric and hybrid vehicles in a context impacted by Covid.
In Mexico, among the first conclusions it is highlighted that as a result of the impact of the pandemic, almost 6 out of 10 Mexican consumers has a greatest need to have a own vehicle, while a Four. Five% further stated feel safe driving your own car.
In addition, 4 out of 10 respondents said they prefer new vehicles to a second-hand one, as well as also 4 out of 10 they seek to acquire or lease with an option to buy within a period of 1 to 6 months.
In terms of vehicle typology, although the electric or hybrid segment still represents 8% of the mexican market, has plenty of room to grow this is also reflected in the survey from which it appears that more than half (53%) of Mexican consumers surveyed, would consider buying a vehicle of these characteristics, being the fuel savings the main factor purchase motivator.
While it is clear that even globally there is work to be done in area of information and education -few brands are actually associated with the electric vehicle segment- it is also evident that the digitization is here to stay and more and more consumers looking for have a fully online shopping experience when purchasing a car.
In this sense, at a global level, the strength of digital ads as drivers of purchase in the automotive market is reflected in the fact that 9 out of 10 buyers of vehicles of all kinds decide to purchase motivated by online advertising, as well as the 85% who are looking for an electric car.
In Mexico, according to the study by Teads and Kantar, websites of the marks is a point of essential contact at purchasing process since the 72% of those surveyed indicated them as a highly influential source for acquisition.
Given the importance of digital in the consumer journey, when observing the influence of digital channels in the decision making of the potential consumer of electric vehicles in Mexico, the News, Technology and Finance lead the most popular content podium, even above car contents. It is so the innovation and technological advances should feature prominently in electric vehicle campaigns, as interested in these types of vehicles they highly value the latest technology compared to those looking for standard fuel.
“It is surprising to see how, after a more than difficult context, digital has been installed in people’s purchasing habits at an unusual speed. The automotive sector, like other industries, is and should be part of this same trend, transforming itself to suit consumers. This is decisive when defining the purchase. Undoubtedly, campaigns in 2022 will have to take these key factors into account,” he said. Baptiste Tougeron, VP Research & Insights at Teads Latin America.
For her part, Mayra Contreras, Managing Director of Teads Mexico added: “More than 50% of consumers who participated in this survey in Mexico start their vehicle search process through the brands’ website, and this presents a great opportunity for digital advertising to help bring the buying experience to life. . A call to action will be able to better take advantage of the digitization trend and make the online experience something unique that impacts the consumer. Teads has the right solutions and tools to create an immersive experience that reaches and surprises potential buyers.”.
If you want to receive more information about this study, go to: https://info.teads.com/automotivestudy_mx