Carbon Media 2023 Automotive In-Market Survey Results

- July 10, 2023

Automotive, Digital Media

The results from our 2023 Automotive In-Market survey are in! The recent study focused on gathering the opinions, preferences, and behaviors of our audience in relation to their most recent car shopping experience. A total of 250 respondents across our automotive related websites participated in the survey.

Questions covered a range of topics including:

  • Audience demographics
  • Vehicle ownership
  • Purchase influence
  • Electric vehicles

To begin the survey, respondents were asked a series of questions aimed at capturing demographic data to gain insight into who opted to complete the survey. Based on the responses, 92% of survey participants were male, 5% were female, and 3% identify as other. With 85% of respondents stating they are 35 years of age or older.

 

The following section of the survey focused on questions related to vehicle ownership including vehicle type, make and whether the vehicle was new, used, certified pre-owned, or leased. The majority (55%) of respondents reported they currently drive vehicles that they purchased new. Luxury and Sport Utility Vehicles (SUVs) were the most common vehicle types, with Subaru, BMW, and Honda ranking as the most owned brands among survey participants.

 

Next, we asked survey participants to share which sources they felt were the most influential when deciding which vehicle to purchase. According to the data, the #1 resource to aid in their decision-making process were Automotive Forum/Community sites, followed by written content produced by automotive experts and advice from friends and family.

 

The final section of the survey focused on electric vehicles. Roughly 28% of respondents reported owning an electric vehicle, with 19% stating they planned on purchasing one in the next 12 months. When asked about the reasons for wanting to purchase an electric vehicle, the top 5 reasons included savings on the cost of fuel, maintenance cost savings, environmental impact, tax credits, and less noise.

While the percentage of respondents who currently own an electric vehicle or plan to purchase one in the near future appear to be low, we are seeing a rising interest in electric vehicle ownership. This is likely a result of the auto industry’s continued investment in the production of these vehicles making them more widely available. Additionally, investments from the energy industry into supporting infrastructure allowing for greater access to charging stations likely plays an important role.

 

For more information on how your brand can reach and engage with consumers who are in-market for a new vehicle, contact us today and learn about the variety of advertising solutions we offer.