CNN Brand Users Reveal Behavioural Insights In New Automotive Survey
Latest CNN Ad Sales Online Consumer Survey examines views and perspectives on current and future purchase drivers, advertising impact and attitudes to the environment
Fuel economy ranks second only to price for CNN International’s global online audience when it comes to purchasing a new car, according to a new online consumer survey (OCS) on the automotive industry. The survey, commissioned by CNN’s Ad Sales group, forms part of a series of OCS studies developed as part of an ongoing commitment to insightful research to share with relevant industry sectors.
Respondents also project that in 5 years, the availability of clean hydrogen fuel technologies will be the most relevant factor for reducing the impact of cars in the future, in stark contrast to the current consumer preoccupation (80%) with improving fuel efficiency to protect the environment, thereby validating the efforts of automotive sector advertisers whose messaging already pre-empts the environmental concerns of consumers. Importantly, the OCS also evaluates the importance of advertising in building the brand image of a car.
“This survey presents some very valuable insights about our core audience of global citizens, that we can, in turn, share with our commercial partners”, commented Max Raven, Senior Vice President, Ad Sales, CNN International. “With over half (51%) of survey participants indicating that they plan to buy a car in the next two years, this type of sector-specific data is integral to creating mould-breaking brand campaigns that establish meaningful connections with our highly-relevant audience across all of our platforms.”
59% of survey participants agree that advertising plays a significant role in building the image of a car brand, with more than 1 in 4 using brand image to inform their car purchase. Price emerged as the key factor (84%), followed by the car’s MPG (miles per gallon) rating, while 79% of respondents listed reliability as the third factor of importance. Whether the car is environmentally friendly ranks halfway down the list of purchase drivers, with just over half (53%) of respondents preferring to buy a car with low CO2 emissions.
The future lies in new technologies
While environmental factors may not be top of mind for CNN brand users when purchasing a car today, the proliferation of clean fuel technology tops the list of future considerations to reduce the impact of cars on the environment. When asked to evaluate approaches to car-related environmental protection in 5 years, the number opting for fuel cell technology more than trebled – up to 69%, from the 20.2% who view it as an important factor now. At the same time, there was a marked drop in the audience’s appreciation for relevance of improving fuel technology – down to 12% in the 5 year projection as opposed to 81% now.
“Many CNN advertisers are already ahead of the game in terms of anticipating the future environmental concerns of consumers”, added Raven.
With 65% of respondents ranking hybrid car technology as a relevant approach to reducing the impact of cars and the environment today, advertising campaigns such as Lexus’s on CNN International have particular resonance with the global audience. Recently renewed for a second year, the company’s campaign on CNN Mobile focuses on the technology and innovative design behind the Lexus Hybrid Drive.
“The desire for new technologies to reduce the impact of cars on the environment arguably issues a challenge to car manufacturers to continue to develop environmentally friendly automobile options that are cost effective, reliable and readily available”, said Raven.
