Le Lézard
Classified in: Transportation, Science and technology, Covid-19 virus
Subjects: SVY, HSP, ASI, BLK

Nielsen Report Finds that Driving Connections with Multicultural Consumers is Key for Auto Industry


NEW YORK, July 28, 2020 /PRNewswire/ -- Nielsen (NYSE: NLSN) today released its Annual Auto Marketing Report, which examines how shoppers from various ethnic and racial backgrounds differ from the general car-buying population in terms of brand awareness, brand consideration and advertising recall. The study aims to help auto marketers understand how to better engage multicultural consumers.

According to the report, vehicle shoppers from multicultural groups tend to be aware of fewer brands, but ultimately consider more options on the path-to-purchase than the general population. This means that auto marketers have more opportunities to engage these audiences over time, which is critical for a COVID-19 recovery. The report's data was collected from the Nielsen Auto Path-to-Purchase series during a pre-pandemic time period when the U.S. auto industry was already confronting growth challenges. So, while much has changed, the findings layered in with insights from the current crisis are more important than ever as the auto industry devises recovery strategies.

Multicultural consumers follow a unique and distinct path-to-purchase when it comes to buying new vehicles. Nielsen's data found that:

"Media budgets are scrutinized even on a good day, and in the current landscape, that pressure is increased dramatically. Investing in your multicultural consumers today by communicating more effectively offers a unique opportunity for auto marketers to optimize outcomes in a challenging environment," said Paula Skier, Vice President and Automotive Industry Lead at Nielsen. "To set the stage for success, marketers must be sensitive to the current realities and make the most out of multicultural consumers' media preferences. By measuring the effectiveness of their campaigns, marketers can use that data to inform strategy and adjust the marketing mix along the way."

The data in this report is based on more than 250,000 online surveys, conducted by Nielsen starting in 2012, to prospective automotive buyers in the U.S. Data for this report covers Q1 2018-Q2 2019. A download of the report is available here: https://www.nielsen.com/us/en/insights/report/2020/nielsen-annual-auto-marketing-drive-connections-with-multicultural-consumers/

ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.

Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what's happening now, what's happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.

SOURCE Nielsen


These press releases may also interest you

at 03:50
Momo Inc. ("Momo" or the "Company"), a leading mobile social networking platform in China, today announced its unaudited financial results for the third quarter of 2020. Third Quarter of 2020 Highlights Net revenues decreased by 15.4% year over...

at 03:35
iRhythm Technologies , a leading digital health care solutions company focused on the advancement of cardiac care, today announced it is the first technology to pass through a new digital health tech pilot, resulting in a successful recommendation...

at 03:35
Vonage , a global leader in cloud communications helping businesses accelerate their digital transformation, has announced a strategic partnership with Yameo, a software company based in the Netherlands. With over 15 years of experience in IT...

at 03:15
ViiV Healthcare and Shutterstock Studios today announced the launch of a new online photo gallery ?HIV in View', produced by Shutterstock in collaboration with ViiV Healthcare. The collection, curated with the support of people living with HIV,...

at 03:13
TF Bank AB (publ) ("TF Bank" or the "Company") has mandated ABG Sundal Collier AB to arrange a series of fixed income investor meetings in the Nordics, commencing on Tuesday 1 December 2020. An issuance of subordinated Tier 2 bonds in the minimum...

at 03:10
The text analytics market is expected to grow by USD 8.77 billion, progressing at a CAGR of over 20% during the forecast period. Click & Get Free Sample Report in Minutes The rising need to improve business efficiency is one of the major factors...



News published on 28 july 2020 at 09:00 and distributed by: