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Reaching Auto Shoppers

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Automotive shoppers in US and how to reach them.

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Reaching Auto Shoppers

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  1. Reaching Auto Shoppers Who are they – And New Thoughts On How To reach Them

  2. Auto Shoppers • 2.5% of Adults 18-64 visit an automotive dealership in the average week Skews towards Men- Younger and Older with more education and higher income than average •

  3. Working Hard, Playing Hard Auto Shoppers Index To A18-64 At Work Shopping Restaurant/Bar Movie, Concert or Sports Event Exercising Or Playing Sports Doing Hobbies Or Interests Participating in Church or Community Groups Parent and child activity Socializing Drinking Relaxing Housework/Chores Food Prep 0 50 100 150 200 250

  4. Contended Excitement Seekers Hours Per Day In These Mindsets - Average Day Contented Happy Confident Excited Hopeful Exhausted Interested Indifferent Bored Frustrated Loving Relieved Angry Worried Overwhelmed Sad Lonely 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 Auto Shoppers Total Adults

  5. Auto Shoppers Leading The Way In Digital 34622512911710210110197 18% 28% 84% 95% 100% 100% 58% 96% AVERAGE WEEKLY REACH & INDEX TO TOTAL ADULTS

  6. Heavy Mobile Apps & Web 45 8.0 40 7.0 35 6.0 30 5.0 25 4.0 20 3.0 15 2.0 10 5 1.0 0 0.0 Talking Texting Apps Email Internet Gaming Internet Apps Email Gaming Audio Print TV/Video A18-64 Auto Shoppers A18-64 Auto Shoppers

  7. Info-Driven Web Activity & Shopping 6Xmore likely to be on auto sites FRI-SAT SHOPPING MIDWEEK RESEARCH IND – A18-64 2.5 Automotive 630 Investments/Insurance 402 2.0 Auction 335 Computer/electronics 283 % Daily Reach 1.5 Hobbies 271 Maps 226 Health/Fitness/Nutrition 223 1.0 Coupons 162 Sports Info 148 0.5 Banking 126 Travel Planning 124 0.0 Shopping 122 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Weather 121 Auto Shopping Auto Websites News 118

  8. Social Setting At Auto Showrooms 50 45 40 35 30 25 20 15 10 5 0 Partner or spouse My children Other people I don't know On my own Friends Pets Brothers or sisters or other family Parent Other people I know

  9. OOH Compliments the Plan + 10% 90.3 82.4 + 23% Average Daily Reach % 51.8 + 39% 41.9 38.8 27.9 10.8 10.7 Billboards Transit Alternative Street Furniture A18-64 Auto Shoppers

  10. Summary WHO ARE TODAY’S AUTO SHOPPERS? – On-the-go consumers – who spend more time shopping and researching products – They are generally contended, but seek excitement and stimulation – Highly digital, these consumers have a high propensity to engage with informational media rather than passive entertainment – And as we know, auto shoppers research online in the days before visiting the dealership … and can be reached a variety of ways in addition to auto websites

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