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New SUV drivers more likely to be asked for advice about buying a car – especially if they are men

Source: Roy Morgan Single Source (Australia): December 2012 – November 2013, New Car Drivers n = 16,662

Around 6.3 million Australians are now driving a car they bought new. Overall, 1.9 million of these drivers (30%) are automotive Trusted Advisers, whom family and friends ask for advice when buying a car.

The latest research from Roy Morgan reveals that new SUV drivers are more likely than drivers of regular passenger vehicles to say family and friends ask for advice about buying a car.

Among all new vehicle drivers, 42% of males and 19% of females are trusted advisers. But 49% of male SUV drivers get asked for car-buying advice, as do 23% of females behind the wheel of a small, medium or large SUV. 

Overall, drivers of the newer small category models are the most likely SUV drivers to be a trusted adviser (39%), followed by those with a large SUV (38%). 

Light Commercial vehicle drivers are the most likely to be Trusted Advisers (42%), however this is in large part due to men comprising over 80% of drivers in the category. Male SUV drivers are more likely to be Trusted Advisers than those with a Light Commercial vehicle such as a van or 1T ute.

New Car Drivers who give advice about buying cars – Major VFACTS Segments

Source: Roy Morgan Single Source (Australia): December 2012 – November 2013, New Car Drivers n = 16,662

Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says:

“It’s easy these days for car buyers to seek out opinions and information from friends and family they trust or for owners to express their opinions to the world with the click of a button. Given the increasingly cluttered media landscape and the magnitude of options for buyers, generating awareness and purchase consideration through positive word of mouth is becoming more important than ever.

“Almost nothing scratches a brand from a potential buyer’s consideration list faster than a negative account from someone they trust. It is therefore crucial that automotive brands identify which owners are most likely to be these trusted advisors, understand what they value in a car, and ensure that they are satisfied with their own vehicles.

“Research from Roy Morgan published in December found that Trusted Advisers for car-buying make up the majority (53%) of readers of motoring magazines. Automotive advertisers clearly need to examine the exponential benefit of reaching people who may discuss what they’ve seen with consumers who are perhaps otherwise unreachable.”   

For comments or more information please contact:

Jordan Pakes, Group Account Director – Automotive
Telephone: +61 (3) 9224 5302
Email: jordan.pakes@roymorgan.com

Please click on this link to the Roy Morgan Online Store

Related Research

View our latest detailed Roy Morgan Automotive Currency Report to learn more about automotive intentions for the different vehicle types. This report covers intentions to purchase new vehicles, future brand intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content. Brands are reported individually within three distinct groups: Local Manufacturers (Toyota, Holden and Ford), Mid Volume Importers (Mazda, Mitsubishi, Honda, Nissan, Subaru, Volkswagen and Hyundai) and Luxury Brands (BMW, Mercedes Benz, Audi and Lexus).

Browse our extensive and detailed range of Roy Morgan new car intender profiles by make, model and segment covering brands like Honda, BMW, Holden, Mazda, Ford, Mercedes-Benz, Subaru, Mitsubishi, Nissan and Volkswagen.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

 

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2