Nielsen: Used Vehicles In Demand For New Zealand Consumers

Nielsen: Used Vehicles In Demand For New Zealand Consumers Planning To Buy A Car In The Next Two Years

Kiwi Survey Respondents Say Love of Driving is Motivator for Car Purchases; Financial ability and Utility Intentions Also Influential

AUCKLAND –Fifty-two percent of New Zealand online consumers plan to buy a new or used car in the next two years, according to a new study by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Forty-two percent of Kiwi respondents intend to purchase a used vehicle with ten percent likely to buy a new car.

New Zealanders appetite for used cars is stronger than both in Europe where twenty-eight percent of respondents plan to buy used and Australia (24%). New Zealanders contrast even further with Asia-Pacific, where new car purchase intent is strongest, with sixty-five percent of respondents saying they will buy new and only 7 percent planning to buy used. New car demand in the region is driven by consumers in India (77%), China (76%), Thailand (68%) and Indonesia (63%).

“New Zealand is a used car nation filled with people passionate about driving”, states Carin Hercock, executive director, Nielsen NZ. “Three quarters of Kiwis own a vehicle and see their car more as a tool to get where they need to go rather than a status symbol as is the case in other parts of the world”.

According to Nielsen’s survey, seventy-seven percent of New Zealand respondents who have a vehicle say that a love of driving is the biggest trigger of automotive sales. Financial ability (63%) or owning a car to fulfil their utility needs (56%) are other motivators that will spur future automotive demand.

“Linking automotive demand with consumer sentiments is essential to developing marketing strategies that connect the right consumers with the right automotive brands”, adds Hercock. “Getting to the heart of what drives purchase decisions allows auto marketers to fine-tune these strategies to address the unique needs of the buyers, then make sure their messages are clear and resonate through their campaigns.”

The Nielsen Global Survey of Automotive Demand polled more than 30,000 Internet respondents in 60 countries to identify where automotive demand is greatest and to reveal the emotional as well as the financial motives that are most influential in driving new and used car purchase intent.

About the Nielsen Global Survey

The Nielsen Global Survey of Automotive Demand was conducted between August 14 and September 6, 2013, and polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users and is weighted to be representative of Internet consumers. It has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.

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