TALKING TO WOMEN DRIVERS’A Hearst point of view

UNDERSTANDING OUR AUDIENCE

Source: Panel Motoring Survey Mar 2015

Our car consumers fall first into two opposing Macro Segments:

‘Functional’ and ‘Emotional’, with a third group who were ambivalent

Source: Panel Motoring Survey Mar 2015

Functional;

51%

Emotional; 39%

Ambivalent; 10%

Car purchase is driven by how much a consumer feels they ‘need’ a product

Clear division between emotional and functional

EMOTIONALS

The car is an important part of their identity, it says something about them and their personality and defines them as a person.

FUNCTIONALS

The car plays more of a functional role, they have essentially simpler needs from a car.

AMBIVALENTS

Much less involved in car purchase decisions, and who are less clearly placed on the emotional vs. functional axis

1 My Previous Car Was Too Old

2 My Car Had Regular, Recurring Or Serious Maintenance Issues

3 Other

4 I Fancied An Upgrade/Change

5 My Car Had Too Many Miles On The Clock

Clear division amongst the segments in terms of triggers

Source: Panel Motoring Survey Mar 2015

FUNCTIONALS EMOTIONALS

1 I Fancied An Upgrade/Change

2 My Previous Car Was Too Old

3 I Just Really Wanted A New Car

4 I Wanted To Treat Myself

5 My Previous Car Was Not Big Enough For Me / Family

Clear division between the segments in terms of purchase criteria

EMOTIONALS

- Attractive design

- Reputation

- Comfort

- Luxurious spec

- Tech and sound

FUNCTIONALS

- Price

- Fuel & economy

- Safety

- Environmentally friendly

- Small & easy to manoeuvre

5. CRITERIA

OVER 9 OUT OF 10 RESPONDENTSARE INVOLVED IN THEDECISION MAKING

7. Decision Making

The accelerator and the handbrake

Could you have vetoed that decision?Who was most responsible for the decision to buy the car you currently drive?

40.3%

45.2%

5.4%

9.1%

I Was Solely Responsible For The Decision Myself

It Was A Joint Decision

Someone Else/Others Were Solely Responsible For The Decision

It Was A Joint Decision But I Had The Final Say

Source: Panel Motoring Survey Mar 2015

78.5%

18.2%

3.3%

Yes Completely,The Car Wouldn't Been Bought Without My Full Blessing

Yes sort of, my opinion would be taken into account

No, decision would been made regardless of what I thought

Accelerator Handbrake

The media advertisers use to reach car buyers

Mar-Feb11 Mar-Feb 12 Mar-Feb 13 Mar-Feb 14 Mar-Feb 15

418,8

98,0

43.0

441,4

21,1

59.0

413,3

63,2

40.0

423,6

44,6

42.0

407,1

79,5

75.0

Car advertising spend across all media

TV53.2%

Na-tional News14.0%

Outdoor8.7%

Cin-ema7.2%

Con-sumer Mags5.1%

Re-gional News4.1%

Radio3.9%

Internet2.1%

Direct Mail1.5% Door Drops

0.2%

Car advertising share by media spend Mar-Feb 15

Source: Nieslen Addynamix

• Car ad spend has fallen by 2.8% over last 5 years

• TV commands the greatest share of car ad spend taking £1 in every £2 spent

• Press share of advertising has fallen from 34% to 23% over the past 5 years

• Consumer magazines account for 5.1% all car expenditure

The media advertisers use to reach car buyers

Apr-Mar 11 Apr-Mar 12 Apr-Mar 13 Apr-Mar 14 Apr-Mar 15

5,6

40.4

5,5

33.4

5,4

77.9

5,8

30.7

5,2

54.9

Car advertising pagination in consumer magazines

Motoring44%

News Domestic8.4%

Entertainment7.4%

Mens Life-style6.1%

Wom-ens

Week-lies

5.9%

Motor-ing

General Total4.9%

Wom-ens Life-style/

Fashion4.8%

News Busi-ness2.0%

News Science

1.8%

Golf1.3%

Others13.7%

Car advertising share by ABC category Apr-Mar 15

Source: Nieslen Addynamix

Car advertising within consumer magazines has declined 9.9% yoy

Hearst Consumer

s

60% Heavy Mag

Readers

Hearst Consumers

48% Light

TV ViewersTHEM IN MEDIA OF CHOICE

Hearst Consumers

57% Light/Non readers of National

Press

OPPORTUNITY TO

Source: Neilsen AdDynamix, TGI Clickstream Jul-Jun 14 Base: women

SPEAK TO THEM IN

CHOSEN MEDIA

OPPORTUNITY TO SPEAK TO

A hard to reach audience

Agree: Female Panel53.6%

Agree: Fe

male

Panel; 49%

Agree: Female Panel49.9%

Source: Panel Motoring Survey Mar 2015

Car Advertising Can Often Be Patronising To Women

Car advertising is not aimed at womenCar Companies Don't Communicate Effectively To Women

For the full report contact: Jane Farmeryjane.farmery@hearst.co.uk